Ellen DeGeneres is taking her selfies to a new level, announcing on her show the launch of ellentubea site and iOS app that pull together video related to The Ellen DeGeneres Show and from fans. Ellentube will be the first product of a joint venture between DeGeneres and Warner Bros TV Group called Ellen Digital Ventures.

ellentube screen shotDeGeneres, long a social-media powerhouse, broke Twitter records when she hosted the Oscars in March. In a pre-arranged bit of brilliant product placement, she pulled out a Samsung “phablet,” gathered a group of front-row nominees for a star-studded shot and then posted it online. The result rocketed around Twitter and into record books in just a few minutes.

Now she’s launching an entire site, ellentube.com, focused on videos related to her and her show, though it also features a lot of other easy-win content, with net-favored categories such as “cats,” “kids,” “animals” and “funny.” The site and app also allow fans to upload their own video for inclusion on the site.

Ellentube was developed by DeGeneres and her show’s executive producers Mary Connelly, Ed Glavin and Andy Lassner. Target, a sponsor of DeGeneres’ show, has signed on as launch sponsor for the site and app as well.

Jill Braff was named general manager of Ellen Digital Ventures, reporting to Mike Darnell, Warner’s president of unscripted and alternative TV, and Donna Redier Linsk, EVP of business operations and programming for Telepictures. Braff previously was EVP of digital commerce for HSN, CEO of Scrapblog, and SVP of GluMobile.