Demand Media is set to go public, according to an amended filing with the Securities and Exchange Commission, with shares priced from $14 to $16 each.

The online publisher could sell up to 8.625 million shares and, if it prices at the top of the range, it could be worth about $1.3 billion and raise $138 million.

That includes 4.5 million shares from the company, three million shares from existing shareholders and another 1.125 shares that its underwriters have an option to sell.

Demand will net $58.1 million, if the IPO price is $15.00 per share, which it said it will use for “investments in content, international expansion, working capital, product development, sales and marketing activities, general and administrative matters and capital expenditures.”

The company added that “we currently anticipate that our aggregate investments in content during the year ending December 31, 2011 will range from $50 million to $75 million.”

Demand’s ticker symbol will be DMD on the New York Stock Exchange.

In its amended prospectus, Demand said:

This is an initial public offering of shares of common stock of Demand Media, Inc.

Demand Media is offering 4,500,000 of the shares to be sold in the offering. The selling stockholders identified in this prospectus are offering an additional 3,000,000 shares. Demand Media will not receive any of the proceeds from the sale of the shares being sold by the selling stockholders.

Prior to this offering, there has been no public market for the common stock. It is currently estimated that the initial public offering price per share will be between $14.00 and $16.00.

The common stock of Demand Media has been approved for listing on the New York Stock Exchange under the symbol “DMD.”

Demand’s road to an IPO has been relatively quick.

One bump came last month, as BoomTown reported after the Santa Monica, Calif. company had to satisfy government regulatory questions over the way it recognizes costs of creating content.

Currently, using a concept of “long-lived” content, Demand has been amortizing those expenses over five years, since it says it continues to generate revenue on that material over that much time. Most publisher recognize costs immediately.

That’s different from many companies in the publishing business, which typically account for costs of creating content immediately as they are incurred or over a much shorter time period.

Demand has determined that its content has a more evergreen nature, compared to more topical–and perishable, from a revenue point of view–material produced by others.

Obviously, since this accounting treatment results in more attractive financial results, the longer expense period is of great interest to many other online content creators–such as AOL and Yahoo–which are watching the Demand IPO closely.

While the SEC did not ask Demand to make changes to its accounting practices, the amended S-1 is more detailed about them.

To be allowed to expense over five years, Demand said, the company has to use a sophisticated algorithmic platform–which other content creators do not have–to provide proof of “probable economic benefits” from that content over that time.

Since Demand has long claimed that it has a new and innovative approach to content creation, it is making the case to investors that it needs to have the correct accounting for that approach.

Said Demand in its amended filing:

“In determining whether content embodies probable future economic benefit required for asset capitalization, management has reviewed, and intends to regularly review the operating performance of content published.”

But, it warned:

“Changes from the five year useful life we currently use to amortize our capitalized content would have a significant impact on our financial statements. For example, if underlying assumptions were to change such that our estimate of the weighted average useful life of our media content was higher by one year from January 1, 2010, our net loss would decrease by approximately $1.6 million for the nine months ended September 30, 2010, and would increase by approximately $2.4 million should the weighted average useful life be reduced by one year.”

The practice has passed government scrutiny and now investors will decide what they think of this and the entire business of Demand.

Demand execs will now go on a road show for the offering, which is being led by Goldman Sachs and Morgan Stanley.

It’s not all departures!

Yahoo is hiring former News Corp. and Disney online exec Mickie Rosen (pictured here) to run its Audience unit, which includes the Silicon Valley Internet giant’s powerful content sites, sources said.

Starting next week, Rosen will report to Americas head Ross Levinsohn, who has worked with her before, at both News Corp. and Fuse Capital.

Her new title is SVP of the Yahoo Media Network, which is apparently a rebranding of Audience.

Previous to this job, Rosen was CEO of Tecca, a price-checking service Fuse created in partnership with Best Buy.

It’s likely she will remain based in the Los Angeles area, where Yahoo has a large office in Santa Monica, Calif.

The move is Levinsohn’s first management rejiggering since he took over last year, and there is likely to be more to come.

Rosen, who has also worked at the Fandango online movie ticketing site, will replace interim audience head Raymond Stern, who will be–as before–running partnerships and business development, as well as Yahoo’s listings business.

Rosen’s new job had actually been that of former Audience head David Ko, as well as former Media VP Jimmy Pitaro.

Ko left Yahoo and is now heading mobile games at Zynga, while Pitaro is a top digital exec at Disney.

More to come from Levinsohn, but here is Rosen’s bio from the Fuse Web site:

Mickie has over 20 years of operating, strategy and investing experience. For the past dozen years, she has been at the intersection of media and technology, in both large companies such as News Corporation and The Walt Disney Company and in small, early stage start-ups.

Prior to joining the firm, she was the head of entertainment for Fox Interactive Media where she was responsible for properties such as AmericanIdol.com, Rotten Tomatoes and the entertainment channels of MySpace. Mickie also led content acquisition across the Company, and was a lead in envisioning, structuring and negotiating Hulu, the premier video joint venture between News Corp. and NBC Universal.

Prior to Fox Interactive Media, Mickie was the head of product development, marketing and public relations for Fandango, where she helped lead the company from an early-stage start-up to profitability as it became a leader in its space (acquired by Comcast). Mickie was also a senior executive with an e-learning start-up, an Idealab! consumer robotics company and Disney’s Corporate Alliances group, where she negotiated deals and managed Disney’s top global partners such as Coca-Cola, American Express and AT&T.

Mickie built the foundation of her career with McKinsey & Company, where she spent seven years consulting with senior management on strategy, operational and organizational issues across a number of industries, including media and technology.
Mickie has an MBA from Harvard Business School, and a B.A. in Economics from UC San Diego, and is based in Los Angeles.

Yesterday, Demand Media submitted another amended S-1 to the Securities and Exchange Commission, part of its march to an initial public offering many had expected to take place sooner rather than later.

What’s taken so long, said multiple sources familiar with the situation, has been discussions between government regulators and the Santa Monica, Calif., online content company about how to more fully explain to investors–which it did so in the new S-1–how it expenses the costs of making its content.

Currently, using a concept of “long-lived” content, Demand has been amortizing those expenses over five years, since it says it continues to generate revenue on that material over that much time.

As the company noted in its S-1 filing:

“Capitalized media content is amortized on a straight-line basis over five years, representing the Company’s estimate of the pattern that the underlying economic benefits are expected to be realized and based on its estimates of the projected cash flows from advertising revenues expected to be generated by the deployment of its content. These estimates are based on the Company’s plans and projections, comparison of the economic returns generated by its content of comparable quality and an analysis of historical cash flows generated by that content to date.”

That’s different from many companies in the publishing business, which typically account for costs of creating content immediately as they are incurred or over a much shorter time period.

Demand has determined that its content has a more evergreen nature, compared to more topical–and perishable, from a revenue point of view–material produced by others.

Obviously, since this accounting treatment results in more attractive financial results, the longer expense period is of great interest to many other online content creators–such as AOL and Yahoo–which are watching the Demand IPO closely.

While the SEC has not asked Demand to make changes to its accounting practices, the amended S-1 is more detailed about them.

To be allowed to expense over five years, Demand said, the company has to use a sophisticated algorithmic platform–which other content creators do not have–to provide proof of “probable economic benefits” from that content over that time.

Since Demand has long claimed that it has a new and innovative approach to content creation, it is making the case to investors that it needs to have the correct accounting for that approach.

Said Demand in its amended filing:

“In determining whether content embodies probable future economic benefit required for asset capitalization, management has reviewed, and intends to regularly review the operating performance of content published.”

But, it warned:

“Changes from the five year useful life we currently use to amortize our capitalized content would have a significant impact on our financial statements. For example, if underlying assumptions were to change such that our estimate of the weighted average useful life of our media content was higher by one year from January 1, 2010, our net loss would decrease by approximately $1.6 million for the nine months ended September 30, 2010, and would increase by approximately $2.4 million should the weighted average useful life be reduced by one year.”

Sources said Demand’s road show for investors will not start until the SEC gives its final approval, pushing its IPO into next year.

Demand’s initial filing was to raise $125 million at a reported $1.5 billion valuation. It had said it hoped to have DMD as its ticker symbol on the New York Stock Exchange.

There is no price range yet for the offering, which is being led by Goldman Sachs and Morgan Stanley.

Until it all happens, here’s one key section on these issues in the latest S-1 to peruse:

Capitalization and Useful Lives Associated with our Intangible Assets, including Content and Internal Software and Website Development Costs

We publish long-lived media content generated by our content studio which we commission and acquire from third party freelance content creators. Direct costs incurred for each individual content unit that we determine embodies a probable future economic benefit are capitalized. The vast majority of direct content costs represent amounts paid to freelance content creators to acquire content units and, to a lesser extent, specifically identifiable internal direct labor costs incurred to enhance the value of acquired content units prior to their publication. Internal costs not directly attributable to the enhancement of content units acquired prior to publication are expensed as incurred. All costs incurred to deploy and publish content are expensed as incurred, including the costs incurred for the ongoing maintenance of websites on which our content resides. We acquire content when our internal systems and processes, including an analysis of millions of historical Internet search queries, advertising marketing terms, or keywords, and other data provide reasonable assurance that, given predicted consumer and advertiser demand relative to our predetermined cost to acquire the content, the content unit will generate revenues over its useful life that exceed the cost of acquisition. In determining whether content embodies probable future economic benefit required for asset capitalization, management has reviewed, and intends to regularly review the operating performance of content published.

We also capitalize initial registration and acquisition costs of our undeveloped websites and our internally developed software and website development costs during their development phase.

In addition we have also capitalized certain identifiable intangible assets acquired in connection with business combinations and we use valuation techniques to value these intangibles assets, with the primary technique being a discounted cash flow analysis. A discounted cash flow analysis requires us to make various judgmental assumptions and estimates including projected revenues, operating costs, growth rates, useful lives and discount rates.

Our finite lived intangible assets are amortized over their estimated useful lives using the straight-line method, which approximates the estimated pattern in which the underlying economic benefits are consumed. Capitalized website registration costs for undeveloped websites are amortized on a straight-line basis over their estimated useful lives of one to seven years. Internally developed software and website development costs are depreciated on a straight-line basis over their estimated three -year useful life. We amortize our intangible assets acquired through business combinations on a straight-line basis over the period in which the underlying economic benefits are expected to be consumed.

Capitalized content is amortized on a straight-line basis over five years, representing our estimate of the pattern that the underlying economic benefits are expected to be realized and based on our estimates of the projected cash flows from advertising revenues expected to be generated by the deployment of our content. These estimates are based on our current plans and projections for our content, our comparison of the economic returns generated by content of comparable quality and an analysis of historical cash flows generated by that content to date which, particularly for more recent content cohorts, is somewhat limited. To date, certain content that we acquired in business combinations has generated cash flows from advertisements beyond a five year useful life. The acquisition of content, at scale, however, is a new and rapidly evolving model, and therefore we closely monitor its performance and, periodically, assess its estimated useful life.

Advertising revenue generated from the deployment of our media content makes up a significant element of our business such that amounts we record in our financial statements related to our content are material. Significant judgment is required in estimating the useful life of our content. Changes from the five year useful life we currently use to amortize our capitalized content would have a significant impact on our financial statements. For example, if underlying assumptions were to change such that our estimate of the weighted average useful life of our media content was higher by one year from January 1, 2010, our net loss would decrease by approximately $1.6 million for the nine months ended September 30, 2010, and would increase by approximately $2.4 million should the weighted average useful life be reduced by one year. We periodically assess the useful life of our content, and when adjustments in our estimate of the useful life of content are required, any changes from prior estimates are accounted for prospectively.

Gil Elbaz, the man who in 2003 sold a start-up called Applied Semantics (now known as AdSense) to Google, has what he thinks is the solution. His latest effort is Factual, and it attracted a $25 million round of funding from Andreessen Horowitz and Index Ventures with SV Angel and former Disney president Michael Ovitz participating. Ben Horowitz and Danny Rimer are joining Factual’s board of directors.

I caught up with Elbaz by phone yesterday to talk about the vision of Factual and his plans to grow the company.

NewEnterprise: So at a high level, what is Factual and what do you intend to do?

Gil Elbaz: We see this as an emerging category. We think of it as a data platform that offers data and data services to all sorts of developers, to build cooler, more innovative applications more quickly, especially when it comes to apps that are data-driven. Finding the right vendor for that data, and then integrating it, then managing and maintaining that data is costly and expensive. Developers can move that much more quickly by tapping into our knowledge base. We’re marketing certain verticals where our data is really good. We’re putting some extra marketing muscle behind our places database.

NE: Give me a use case. How might someone use the platform?

GE: Our places database is a good example where we’re getting quite a bit of traction. What we’ve done is built one of the most comprehensive databases of business listings and points of interest. This data is easy to browse, and it’s complete. It contains address and phone and contact info and latitude and longitude. If you want to a build a new service like Yelp or Foursquare, or something that relies on knowing what’s in close proximity, a mobile app can make a simple API call, send over the current GPS coordinate and fulfill the request very quickly. That’s just the tip of the iceberg of what we can do, but it’s making serious waves because it is very hard to get that data, especially if you’re going mobile. It’s very hard to get that good data for locations around the world.

NE: Do you have other datasets?

GE: We’re being market driven and being focused on that because that’s what our customers have been asking for. But we do have others. We have data from other vertical segments like health and entertainment. In the area of education we built a database of high schools that Newsweek magazine uses in their fairly important annual ranking of high schools. They not only use the data that we were able to generate and build, but they were also able to benefit from our crowdsourcing API, so that their users get not only a more engaging experience but the great partnership comes back into our central database, so the information can be improved. That’s a nice virtuous circle that makes us confident that our data is going to keep getting better because of these partnerships.

NE: I’m trying to come up with a metaphor, and the closest thing I can think of is data–information–as a utility supplier of data. If I want to build an application that contains a lot of data, I can come to you for the data I want to use so I don’t have to go out and gather it myself. Is that fair?

GE: I think that’s a pretty good metaphor. It’s really the access that’s important. When you use our pipe you’re going to know that you’re getting good data, that’s up to date and that we stand behind it, and that other people are participating to make it better, and update it, and that you can get it quickly. Looking ahead, there’s going to be times when it’s not strictly our data. Sometimes it will be data that has been uploaded from other people or from people in the community who want to take advantage of the data platform. So it’s really the pipes and the platform that we’re building that make this kind of data and sharing possible.

NE: You sold your first company to Google. The issue came up that you don’t need the funds. You could fund this on your own. Explain why you sought funding.

GE: I did fund the company for a little while. But I knew that our mission is very audacious and in order to become the ubiquitous data layer for the Internet, to be the obvious place that a developer would go to first to get data into their application, it’s a huge, tall order, and something that’s going to take a lot of technology and marketing effort and strategic guidance. The types of people that we brought in on our angel round and then the people we’re bringing onto the board have a lot of operational experience. Also, you never know when an idea is so big that you want to raise money down the line. If you want to do that it makes sense to build bridges with the financial community as early as possible, in case it does become a more capital-intensive business. This is a new category and we feel like we have a good understanding of it, and things can change quickly, and if it does, we want to be positioned with a good team who can help us navigate the different opportunities that will certainly arise.

NE: So now that you’ve landed the funding, what’s the first order of business?

GE: The challenge is always scaling correctly and quickly. I think we’re positioned well for this. We have a humming machine here. The management team is in place and we’ve been working on this for a few years now. And we have a great culture in place with people who are really passionate about making data available. However, hiring the engineering talent is taking up a huge amount of time. That’s the number one thing on my priority list for the short term.

NE: How do you find the best engineers? Is there a trick to it?

GE: I’d have to say that having worked at Google for three and-a-half years was the perfect place to learn what a deep and strong engineering culture was all about. I also got a lot of hiring experience at Google’s Santa Monica office. I don’t think there’s one trick. I think there are signals that a person is not just looking for a job, but for an opportunity to make extremely important intellectual contributions. And also I’m looking for people who want to make contributions not just to a project but to the world. You look for quick thinking and passion, and a history of doing things beyond what the job requires. I love it when I see people who have contributed to open-source projects on their own time. That demonstrates that they’re trying to contribute to society but also that they like working on important tools that make a difference.

While the news has been be out there for a month, Miramax officially confirmed this morning that former News Corp. exec Mike Lang was named CEO of the Hollywood movie company.

What will be interesting about that for digital content players will be to see exactly what the man who was deeply involved in deals to buy the Myspace social networking site and also create the Hulu premium video service will do with Miramax’s rich trove of more than 700 award-winning films, including “Shakespeare in Love” and “Pulp Fiction,” in its movie library.

Lang left his post as EVP of business development and strategy at Fox Entertainment, including its film studio, broadcast network, sports and cable channel, earlier this year.

BoomTown spoke to him last night about his new job, which came after he advised the group that finally won Miramax–Filmyard Holdings.

“We are trying to take this company to the next level by exploring not only our traditional options, but our digital ones,” he said.

Miramax will not be aggressive in making new movies, but in taking advantage of the sequel rights it has to a number of hits, as well as the existing movies, which include four of the last 15 Best Picture Oscar winners.

“Our strategy is still emerging, but we want to exploit our assets in a variety of ways,” said Lang, who noted that could include everything from subscription deals with online video services, such as Netflix and Amazon, to digital content lockers in the cloud.

“We want people to be able to access our content across multiple medias,” he said. “We’ll take any payment, of course, but we also have to be smart about how we do these things.”

Lang, who has always had a foot in both worlds, said he thinks that digital media could develop similarly to the way traditional media has.

“There is no reason to think that digital will not emulate older media, with different windows in which subscribers watch content,” he said.

But, said Lang, he also thinks there is still life in physical media, such as Blu-ray players.

Since the deal just closed with former Miramax owner Disney, there are no employees yet for the Santa Monica, Calif.-based company.

But once he staffs up, Langs said he hopes to present a different picture of Hollywood to the digerati than the more typical wary hostility.

“Our goal really is we want to send a signal that we are a different company,” said Lang. “Not only about digital, but in being an innovative company.”

Here is the official press release about Lang:

MICHAEL LANG NAMED MIRAMAX CEO

SANTA MONICA, CA–December 8, 2010–Miramax today announced that Michael Lang has been appointed chief executive officer, effective immediately. Lang will be based at the new Miramax headquarters in Santa Monica and will oversee the renowned Miramax film library, which was acquired by Filmyard Holdings on December 3, 2010.

“I have known and worked closely with Mike for almost 20 years and have always respected his talents,” said Richard Nanula, chairman of Miramax and a principal at Colony Capital. “We are confident that he is the right person to lead Miramax in its next phase of growth.”

“I have always admired the Miramax library, which includes many respected titles and award-winning films,” said Lang. “Based on the quality of these assets, I believe bringing new life to this library–by working with traditional and new partners–will be an exciting and unprecedented story of growth and innovation. I am honored by this opportunity, and I look forward to working with my partners as we build a new kind of media company.”

Lang, 45, most recently served as a consultant to Filmyard in its acquisition of Miramax. Prior to that, he was EVP, Business Development and Strategy at Fox Entertainment, responsible for strategic initiatives across News Corp.’s entertainment assets, including Fox’s film studio, broadcast network, sports and cable channels. Lang played key roles in the acquisition of MySpace and the formation of the MySpace Music joint venture, and he led the creation of Hulu, with major broadcast partners. In addition, Lang was involved in Fox’s mobile, digital and video game initiatives. He joined Fox in 2004.

Prior to Fox, Lang served as a consultant on media-related investments. In the late ’90s, he was a founding executive of Z.com. Lang began his career at The Walt Disney Company in Strategic Planning. Lang earned his MBA with high distinction at Harvard Business School and he holds a Bachelor of Arts degree from Claremont McKenna College.

(Full disclosure: News Corp. owns Dow Jones, which owns this site.)

Even as Groupon is poised to sell itself to Google for badillions of dollars, the attack of the social buying clones continues.

Today, it is the launch of FamilyFinds, a Santa Monica, Calif., start-up aimed at offering daily deals to families, with $5.75 million in funding to help it get going.

“Think relevance, plus an explosive market plus a great team,” said FamilyFinds CEO Matt Coffin, in an interview yesterday about the new site, whose first “holi-deal” today is “$10 Only-in-LA Santa Photos.”

Others to come include kid-focused live shows, skate rentals and holiday cruises that Coffin said are “hyper-local and demographically targeted.”

Coffin said, as a longtime entrepreneur, he was intrigued with the booming social e-commerce space. But, as a parent, he was less impressed, because of little in the way of personalization.

“I was somewhat disenchanted by the same offers that did not target me accurately,” he said.

(So is BoomTown, who is going to scream if I get another spa treatment or stripper pole lesson offer this week. Not that there’s anything wrong with that.)

Thus, Coffin said FamilyFinds drills down on one audience–those who need to entertain and serve the little ones.

The former founder of LowerMyBills co-founded FamilyFinds with, among others, a blast from the Web 1.0 past: Former Disney Internet Group head Jake Winebaum.

At launch, FamilyFinds said it will focus on numerous communities across Los Angeles, although a national rollout is coming in 2011.

Split Rock Partners provided the Series A funding.

Here’s the official FamilyFinds press release:

FAMILYFINDS.COM ENTERS $1B LOCAL SOCIAL ECOMMERCE SPACE

Backed by $5.75 Million Investment, Leading Internet Veterans
Launch Vertical Family Daily Deal Site

(Santa Monica, CA) December 1, 2010–FamilyFinds, an online daily promotions site exclusively focused on services and experiences for families, officially launched today. This community-suggested and expert-curated destination advances the online daily deal space by combining a family focus with hyper-local geo targeting. The company also announced that it recently closed on a $5.75M Series A funding round backed by Split Rock Partners, strongly positioning them to be involved in of one of the fastest growing industries of all time.

FamilyFinds is led by Internet industry veterans who founded and ran several successful consumer businesses valued at over $1 billion, including the founder of FamilyFun magazine, who also ran the Disney Internet Group, and the founder of LowerMyBills. The team, all of them now parents, have created an online destination that will not only offer member families great deals on new and favorite neighborhood merchants, but will also provide information and resources to help them discover the best family activities in their own and nearby communities.

According to a recent study of moms*, over 70% use the Internet to find deals and discounts (the most popular activity) and 62% go online for entertainment and family activities. FamilyFinds addresses this trend by directly creating a single destination for moms and dads seeking deals and family activity ideas.

“Families, local and national brands, and member-based deals is a great combination for a big vertically focused business, and one that we believe is untapped,” said Matt Coffin, chief executive officer, FamilyFinds.com. “As parents and consumers ourselves, we know the key to unlocking this market is relevance, which means being local, curating deals and fun discoveries that create family memories, and delivering great value-based pricing.”

Through consumer testing and an early beta, FamilyFinds learned that consumer demand, especially for busy families, while value influenced, is also heavily influenced by proximity to the merchant. The company will follow a hyper-local model, offering great finds not just within specific cities around the United States, but within specific neighborhoods. For launch, prior to the nationwide roll-out in 2011, FamilyFinds will serve numerous communities across Los Angeles, including neighborhoods in the Valley, Pasadena, South Bay, City Central, and the Westside.

“We know that moms and families are social and use the Internet not just to find great opportunities for themselves, but also to share and coordinate these opportunities and their experiences with other families, friends and neighbors,: said Brian Barnum, president. “FamilyFinds is building a social layer over everything we do to infuse our core value proposition with insight and access to the larger community of families in our customers’ extended networks.”

FamilyFinds is the collaborative effort of Internet industry veterans and parents, including:

• CEO Matt Coffin, founder of LowerMyBills.com (sold to Experian) and active Internet investor including Demand Media, Buscape (sold), Rubicon Project, Mahalo, Machinima and social eCommerce companies Hautelook, ShoeDazzle and ecoMom.

• Jake Winebaum, who was co-founder of eCompanies, which launched Business.com, Jamdat and Boingo, and founder of FamilyFun magazine and led Disney’s entry to the Internet as Chairman of the Disney Internet Group.

• Doug Hirsch, who was VP of Product at Facebook, GM Yahoo Entertainment and Founder of DailyStrength.org.

• President Brian Barnum who was the President of RHD Interactive (a division of R.H. Donnelly, now Dex One Corp.) and both COO and CFO of Business.com and CFO of Rent.com (sold to eBay).

• Leading content and merchandising is Elizabeth Hurchalla, previous editor of BlackboardEats and co-founding producer of Yahoo! Food.

• Leading editorial is Julie Taylor, previous editor-in-chief at Momlogic.

• Leading sales is Terry McGovern, previous Director of Interactive Sales at Los Angeles Times and sales at AT&T local

Things have certainly quieted down in the swirl of mostly vapor plots about the future of Yahoo, although the pondering, machinating and such on the parts of a variety of players have most certainly continued.

And that includes the introduction of a new character into the drama: Former News Corp. President Peter Chernin.

Let’s be very clear–there is no active plan for Chernin to join Yahoo or its board, nor is he currently part of any possible takeover plan related to the Silicon Valley Internet giant.

But multiple sources from a variety of sides said that Chernin, a well-liked and deeply experienced media and entertainment exec, has been contacted by a number of private equity firms and other investors about his interest in becoming involved should any of the various and sundry scenarios around the Internet giant pan out.

And Chernin, many sources said, has expressed a definite interest in the situation, perhaps because he was deeply involved in a previous deal when running News Corp.

At the time, it involved combining the media giant’s Myspace social networking site with Yahoo and also Microsoft’s portal MSN and creating a new company, code-named “TrafficCo.”

“He is asking a lot of questions and is nosing around, but there is not a plan,” said one source. “Yahoo has always been an interesting opportunity to him.”

Indeed, especially since Chernin has had a longtime interest in being more involved in digital business after a long career in traditional media.

He currently has a Santa Monica, Calif.-based media company, called Chernin Entertainment, which has a lucrative first-look production film and television deal with News Corp.–as well as the Chernin Group, which “pursues strategic opportunities in media, technology, and entertainment.”

And, in recent weeks, Chernin (pictured here) has also unveiled a new media venture in Asia called CA Media, which will “focus on a broad range of opportunities in content creation (specifically, film and TV production), television networks, sports, education, advertising, and digital media.”

But so far, since he left News Corp. in early 2009, Chernin has done very little in the digital arena.

In contrast, at News Corp., he was a key exec behind its co-founding of the Hulu premium video site, for example, among other digital initiatives.

And when Microsoft was vying to acquire Yahoo several years ago, Chernin and News Corp. CEO and Chairman Rupert Murdoch were actively trying to forge some solution that involved the company.

One possibility floated by numerous sources was that Chernin could once again work with Microsoft on settling all the turmoil around Yahoo of late.

In a related matter, sources said he had been in very early talks with the company about doing a subscription original-content channel on its Xbox–a kind of digital-only HBO–aimed at young men. Those discussions have not resulted in any project.

And, in fact, Chernin was a guest speaker at a Microsoft board retreat just yesterday in the Seattle area, where the theme was “Three Screens.”

He reportedly addressed television, the other two screen being the computer and the mobile phone.

A tighter relationship between Chernin and Microsoft would be interesting and possibly helpful to both.

“Microsoft is very worried about making sure there is a stable Yahoo,” said a source close to the situation, who noted the software giant has been quietly eyeing the situation and considering options. “Involving a well-regarded executive like Chernin makes a lot of sense.”

That makes sense given the key online search and advertising partnership Microsoft and Yahoo are now in, which tightly ties their fates together.

Of course, much about the Yahoo situation and any scenario being thought of–from spinning off its Asian assets in China’s Alibaba Group and Yahoo Japan, to taking it private, to replacing its management and board–is, as BoomTown has frequently noted, a lot of shadows and dust at this point.

But–as a longtime admirer of Chernin’s curiosity about the digital realm, refreshingly minus the requisite horror over its growth that is so characteristic of much of Hollywood–his interest is a welcome one into the debate over what Yahoo needs to do to reinvigorate itself going forward.

Asking his thoughts might be a good question at the Web 2.0 Summit conference, where Chernin is being interviewed later today on the topic of content.