Media giant, News International, has thrown its hat into the competitive UK online auction market with the launch of FiredUp.com.
Through its subsidiary, News Network, News International has already successfully launched its own free ISP business, Bun.com, which the company claims has around 400,000 subscribers.
Like Bun.com, FiredUp will draw heavily from the conglomerate's other media businesses like Sky Television and newspapers like The Sun to cross-advertise and provide content for the site.
A FiredUp spokeswoman said that the site would stand out from competitors, like the aggressively marketed QXL and the US giant eBay, which entered the UK market this year, by using a series of entertainment and celebrity-based events to draw attention to the site.
For example, the site was launched on Sunday 12 December with an auction of Spice Girls memorabilia, to coincide with a Sky One broadcast of a documentary on the band on Tuesday 14 December. FiredUp also plans to auction trips to see concerts by celebrities like Elton John and Tina Turner and even the chance to meet Sting after a live show in Paris.
"We differ from auction sites like eBay, QXL and Aucland in that our main focus is as a business to person site, rather than being a place where individuals auction to other individuals," she said.
"We think the presence of famous merchants like Harper Collins [also a News International imprint] and travel companies like Go will mean people will feel secure in bidding on our site," added the spokeswoman.
Since the US online auctions giant, eBay, showed it was possible to make money on the Internet, the online auctions sector has become one of the hottest areas of ecommerce.
Cotton seedling freezes to death as Chang'e-4 shuts down for the Moon's 14-day lunar night
Fortnite easily out-earns PUBG, Assassin's Creed Odyssey and Red Dead Redemption 2 in 2018
Meteor showers as a service will be visible for about 100 kilometres in all directions
Saturn's rings only formed in the past 100 million years, suggests analysis of Cassini space probe data
New findings contradict conventional belief that Saturn's rings were formed along with the planet about 4.5 billion years ago