MGM and others launch a video website to challenge Time Warner Inc's HBO

Viacom Inc's Paramount film studio, Lions Gate Entertainment Corp and MGM team up to launch a video website epixHD.com, which will have its success dictated more by the movies, concerts and original programs it offers than the technology behind it, said the executive charged with creating and running the site. In putting together Epix, the companies hope to compete with Time Warner Inc's HBO and CBS Corp's Showtime in the premium movie channel business.

Emil Rensing, a former executive with Time Warner's AOL hired to run the site, said in an interview that his aim was to make it "all about being easy to use" yet not a "dumb player" that simply acts as a projection screen for video.

So epixHD.com comes with an array of features. For instance, when watching Paramount's "Iron Man," a person will have access to the trailer, lists of facts about the superhero film, a plot synopsis, and cast list. Besides, Rensing said that epixHD.com could eventually offer more unique features because of its relationship with the studios.

EpixHD.com is due to launch before the cable channel does in October, and will build its library of films from its parent studios in the months that follow. At the moment, it is still being tested in front of a small audience. As for its appearance, the site features as wall of movies from which a viewer chooses with a click of the mouse.

In addition, Rensing noted one feature he particularly liked: a sharing function. Under the current distribution agreement with Verizon Communications, Epix subscribers can invite up to four friends to watch a movie online -- from their own computers. Those friends can also swap message about the movie through a chat function in the player. And so long as they are invited by an Epix subscriber, the friends watch for free.