EQAL, the creators of “LonelyGirl15,” is expanding further into the technology business with the launch of a social platform for Web video creators, the company announced today.

The new site is called Umbrella and has not yet rolled out in a private beta, though creators can sign up at the company’s site. In a release, EQAL said the new platform is designed for show creators and online personalities to interact with their audiences in the same way that EQAL fans have done with its shows. The new service will hook into Facebook, Twitter, and YouTube accounts and will enable forums, comments, blogs and other features. NewTeeVee compared the new service to social networking platforms for shows such as Ning.

The announcement is the latest sign that EQAL has abandoned its original content roots and is focusing on companion shows for broadcasters like CBS and developing Web sites and shows for established talent like Paula Deen. Beet.TV talked to EQAL co-founder Greg Goodfried and cooking star Paula Deen at the Digitas New Front in June about their Web projects.

Here’s the take on the new site by Liz Gannes at NewTeeVee.

Daisy Whitney, Senior Producer