Yahoo Seeks to Rebrand Itself at Sundance

The New York Times (Jan 5 2012) Hydro

1. Many a company has tried to burnish its image by basking in the Sundance Film Festival’s cultural heat. Will it work for Yahoo? Enlarge This Image Yahoo Robert Redford of Sundance, left, with Ross Levinsohn of Yahoo. Related Yahoo’s Renovator in Chief (January 5, 2012) Add to Portfolio Yahoo! Inc Go to your Portfolio » Lately focused more intently on offering higher-quality entertainment — and still struggling to create a more defined consumer identity for itself — the Internet company on Thursday plans to announce a flurry of Sundance-related activities. The centerpiece involves short films: Yahoo will stream 12 shorts from the festival on its recently redesigned video hub (accessible via screen.yahoo.com) starting Jan. 19, the festival’s first day. (Read Full Article)

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