Efficacy Limited aims to position itself as the Irish market leader for innovative digital media services serving an international audience.

Digital services include services that assists users in making the most of the digital infrastructure, such as aggregating or customizing digital content, enabling communication and supporting hardware or software products (World Economic Forum 2007).

Digital services offerings from Efficacy are based upon an automated web based platform that aggregates and filters digital content from the Internet and displays this content to specific digital users groups. Digital content describes any digital information, such as music, video, text, graphics or games that can be consumed. Digital users describes any consumer, producer and/or distributor of digital content or services, personal or business, for purposes such as communication, information, entertainment, education or civic engagement.

The initial service to be launched is CelebrityPursuits.com. Celebritypursuits.com is a website dedicated to providing users with the latest celebrity news and gossip from the world of entertainment, fashion, film and music. The site aggregates celebrity news for thousands of celebrities and indexes news items by celebrity, popularity and time. Users can personalise the website to track their favourite celebrities and receive daily updates in their inbox via a personalised newsletter or direct to their mobile phone. Additional viral methods of distribution are also available such as a twitter feed (http://twitter.com/celebpursuits/) RSS feeds and widgets.

Website: www.celebritypursuits.com