Launched in partnership with video ad network Perform, the revamped Holy Moly site now hosts more than 300 video clips, including a weekly presenter-led show by Matt Edmonson and a new photo gallery featuring content from Holy Moly paparazzi.
The site has also retained its most popular sections, including a revamped "Mole Hill', where users can share images, videos and gossip and enter a "Mole of the Week" competition voted by users.
Perform will handle display and video advertising across the site, as well as taking responsibility for driving traffic to it through its digital marketing team.
A spokesman for Holy Moly said: "Video is very much the way forward for us and we were aware of the implications of updating the new site, ensuring our loyal users and the Holy Moly brands' intergrity were at the forefront of this process."
The irreverent showbiz site, created in 2002, was recently voted in the top 10 of the world's coolest websites by Coolbrands. It attracts more than 700,000 unique users a month and boasts regular celebrity scoops.
Perform, formerly known as Premium TV, operates more than 200 websites, including more than 80 UK Football Clubs, Cricket Australia, ITV and Turner Broadcasting.
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