MSN.ca has upped the ante on its TIFF coverage this year, integrating live blogging tool Scribble on its site, to allow users to experience all the star sightings and parties as they happen.

“For the first time, MSN.ca will be bringing users into the action like never before with live coverage and social integration,” Heather Adler, entertainment editor, MSN.ca, tells MiC. “We will be bringing events to users in real time as it happens and it will all be tied in with Facebook and Twitter.”

Mercedes-Benz has signed on as the title sponsor of this year’s coverage, but limited advertising possibilities are still available, says Adler.

TIFF coverage on MSN.ca is targeted at females, says Adler.

“The heavy interactive nature of our coverage is meant to bring people together into the conversation so they can share their experiences, as well as engage with our team of industry insiders,” she says. “We are specifically targeting those who are deeply engaged in film and celebrity, want to know the latest news and provide their thoughts about this year’s festival as it happens.”