London – Endemol UK has taken a 50 per cent stake in the entertainment website Holy Moly. The partnership will see Holy Moly expand into new areas including TV, music, film, and fashion. Endemol and Holy Moly will also work together in developing new multiplatform entertainment ideas and launching the site in new markets internationally as part of an ongoing expansion strategy. Holy Moly was first established as a celebrity gossip website in 2002. Currently, the site averages a million monthly users. In keeping with the site’s guerrilla style of scooping gossip its founder and editor was known only as Mr. Holy Moly. But with the announcement of new plans for expansion in partnership with Endemol, Mr. Holy Moly is for the first time going under his real name; Jamie East.