The Guardian in February 2001. The scandal involving her sex tape, which arose shortly before the December 2003 premiere of The Simple Life, ultimately catapulted her into global fame and made her an overnight subject of media frenzy, paparazzi attention and public scrutiny. The sudden and unusual interest on her life led Entertainment Weekly to write that, "[w]e in the media have become Paris-ites". Similarly, CNN.com described her presence as an "staple of the daily news cycles" that became "impossible to escape". In an effort to "rehabilite her public image" and "capitalise" on the increased curiosity following the release of her sex tape, Hilton started to promote herself through different forms of mass media such as advertising, publishing and broadcasting. Throughout the 2000s, a decade widely associated with her heyday, Hilton's media ubiquity fed the then-booming online gossip industry and cemented her "It Girl" status. The exposure nurtured an "ambivalent" but symbiotic relationship between Hilton and the press, from which both parties benefited. On different occasions, she has complained about the way she was treated by the media in her twenties, particularly about their narrative on her and constant presence in her proximity, whereas at other times she sought their attention and hand information to reporters herself. Moreover, she regularly planned public occurrences, described as "pseudo-events", with the purpose of being photographed and reported on. Sheeraz Hasan, who founded Hollywood.TV and briefly served as her media consultant, stated: "I built the foundation of one of the biggest paparazzi companies in the world on the back of Paris Hilton. I had over 100 guys in Los Angeles [...] all of them making a living off" Hilton. Emerging media outlets often received criticism for having a personality cult around figures such as Hilton, but TMZ founder Harvey Levin attributed their coverage on her to how it helped draw a high viewership to the website. Perez Hilton, on his part, purports to have befriended Hilton, who became the source of his stage name and frequent subject of his posts. It has been noted, for example, that he rarely reports on stories or rumors casting her in a negative or unflattering light, and that, unlike most gossip blogs, he often acknowledges and praises her positive achievements. In August 2006, YouTube promoted her eponymous debut album as part of its first targeted advertising launch. The media's over-saturation on Hilton had reached a peak in 2007