Hollywood Interactive finds funding

Rivers duo to cover Emmy red carpet online

Hollywood Interactive Group has announced the acquisition of $5 million in venture capital funding, while also securing Joan and Melissa Rivers for red-carpet Emmy coverage on its MyHollywood.com website.

The funding, which comes in the form of a Series A equity round of capital led by Menlo Park-based BlueRun Ventures, will be used to develop Hollywood's slate of content initiatives, the first of which is MyHollywood.com.

Femme-targeted site, which is in public beta, seeks to be a destination for celeb and entertainment news, casual games, fashion and community.

The Riverses will ply their red-carpet interviews exclusively for the site this year.