Oh-so-hot TMZ.com, a JV by AOL (NYSE: TWX) and Telepictures, had to create a brand from scratch. Ditto for Yahoo’s (NSDQ: YHOO) still-in-beta OMG—though both had the plus of being part of a major portal, a traffic boost almost beyond value.  Then there’s the New York Post‘s “Page Six”—thisclose to being a synonym for gossip but still looking for its online identity. Today, the News Corp. (NYSE: NWS) gossip flagship tries to change that with a relaunch of spinoff PageSix.com complete with garish look, hunky pix and, in a perfect fit for paparazzi-r-us, Nikon as a sponsor.  (One promise: you might not be able to tell its newspaper affiliation easily but you will not forget which page you’re on.) PageSix.com promises site breaking entertainment and celebrity news, as well as videos and photos that will be posted “instantaneously and around the clock.” Registered users can create “scrapbooks” of favorites stories, etc. PageSix.com is operated by NYP Holdings; the site has offices in LA and NYC. Release. (Via MY Mag’s Daily Intelligencer.)

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