Starting today, web surgers who go to Sympatico MSN.ca will be directed to Bell’s Sympatico.ca, ending a portal partnerships that began in 2004. Bell and Microsoft have signed a new three-year deal that will see the two portals operate as separate and distinct entities. Under the deal, the companies will continue to cooperate and exchange traffic between each other's portals, while Sympatico.ca will also leverage the new Bing search engine and continue to offer Windows Live Hotmail and Messenger inventory to Canadian advertisers. Canada's default homepage address sympatico.msn.ca will also be redirected to Sympatico.ca. The companies suggested the separation was prompted by growth in online advertising. “In our five successful years managing and operating the joint sympatico.msn.ca portal, Bell has seen the Internet advertising industry evolve significantly. It's clear that creating two distinct portals now allows market expansion by both partners in terms of new online advertising and revenue opportunities,” said Kevin Crull, president of Bell Residential Services. Bell also announced the launch of four new portal channels: Autos, InMovies.ca, YourMoney.ca and Best Health, a Reader's Digest publication.