Yahoo Maktoob has launched an Arabic-language version of the US web giant's celebrity news platform omg.
The localised version contains images and articles about both Arab and international celebrities.
The company says omg will feature thousands of links and posts from the region's online community.
The Yahoo Maktoob web portal was formed last year after Yahoo bought out Maktoob.com.
Ahmed Nassef, the vice president and managing director of Yahoo Middle East, said the site would allow users to express their "views and opinions".
"Few opportunities exist for these audiences to congregate within one region-wide forum," he said.
Like its English-language counterpart, the Arabic version of omg will be supported by advertising.
Isam Bayazidi, the chief executive of the Middle East online advertising network ikoo, said the omg portal had been successful in attracting advertising in the US.
The Arabic-language version also has potential, said Mr Bayazidi. "Light entertainment news is definitely appealing for advertisers. The challenge would be to attract users," he said.
"It is always good to see better [internet] content available in the Arabic language."