According to The Hollywood Reporter, E! Networks is launching its own broadband channel that will deliver streaming video and original content exclusively for the Web, the network said Tuesday at the Television Critics Assn. winter press tour in Pasadena.

Dubbed The Vine @ E! Online, the channel will raise its virtual curtain during E!'s Live From the Red Carpet: Golden Globe Awards preshow broadcast Monday and will showcase the simulcast in addition to the ceremony's postshow highlights packaged to be seen by online viewers.

The initiative follows such other models as MTV's Overdrive, VH1's V Spot and Comedy Central's MotherLoad into the growing trend for using broadband as an extension of a network's traditional programming.