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Alan Mruvka, Filmtown Entertainment chief executive officer and founder of E! Entertainment Television, is planning a new entertainment Web portal called Celebstreet.com

Scheduled to launch Wednesday, the site will feature gossip and news from the world of movies, television, music, fashion and celebrities.

E-commerce aspects include the sale of videos, DVDs, CDs, books, video games and entertainment collectibles at the site's online store.

Visitors to Celebstreet.com will be able to view and download in-the-spotlight and behind-the-scenes footage, movie trailers, music videos, video clips, music files; read original editorial content; and participate in online chats and entertainment memorabilia auctions.

The site also plans to offer streaming original video content specifically targeted to Web users with broadband connections.

"This is my next E! Entertainment Television," said Mruvka. "The Internet today is where cable television was 16 years ago when I created E!." Celebstreet.com will, however, have to compete with Eonline.com.

Pamela Anderson Lee will "flip the switch" that puts Celebstreet.com live on the Internet at 2 p.m. Wednesday at the Spring Internet World trade show in Los Angeles.

The site will divide its content into seven main sections: Moviestreet, Musicstreet, Televisionstreet, Fashionstreet, Auctionstreet, Celebritystreet, Camstreet and Shoppingstreet.

In partnership with EarthCam.com, visitors to Celebstreet.com's Camstreet section will be able to access live webcams in and around Hollywood parties and premieres, as well as movie and TV studios and other locations throughout Hollywood, the company said.

Through an alliance with Global Fulfillment, the site's Shoppingstreet section will launch with 1.8 million VHS and DVD movie, music CD, book and video game titles; available in six languages and over 150 currencies.

In 1987, Mruvka launched E! Entertainment Television. As the founder of E!, he Executive Produced more than 8,000 hours of television there until he passed control of the company to its new majority shareholder HBO, in 1990.