Yahoo's CEO put to rest speculation that the portal firm wanted to get into the production of TV and movie content. Terry Semel said that whatever content the company created, "it has to be more unique and hopefully more clever" than existing mass media. Much speculation had grown up around Yahoo's leasing studio-sized real estate and hiring several entertainment executives. High on the priority list, according to Semel, is user-created content, like blogs. He said Yahoo can create more compelling content by figuring out ways to let its 345 million users create and share their own content. Semel also mentioned that Yahoo didn't expect Microsoft to renew its lucrative online ad sales network deal that runs through June 2006. That's likely prudent, given leaks showing Microsoft is developing its own paid placement campaign management technology.