AOL is to drop the GoViral video network brand name two years after buying the company for $100 million, and re-launch it as part of a new global content business called Be On.

AOL acquired GoViral in 2011 – its first major European acquisition since the ill-fated $850 million Bebo deal in 2008 – with senior executives Rene Rechtman and Jimmy Maymann elevated into top positions at AOL’s European operations.

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