From the official press release (full text available at the DailyGrail.Com):
J.K. Rowling today, Thursday 23rd June, answered mounting speculation about the nature of her new project and announced Pottermore, a unique and free-to-use website which builds an exciting online experience around the reading of her hugely successful Harry Potter books, and is partnered by Sony.
The announcement today was heralded by the revealing of the website’s name via an online search for its letters, and a ‘coming soon’ holding page which received over a million visits within 36 hours of launching.
For this groundbreaking collaborative project, J.K. Rowling has written extensive new material about the characters, places and objects in the much-loved stories, which will inform, inspire and entertain readers as they journey through the storylines of the books. Pottermore will later incorporate an online shop where people can purchase exclusively the long-awaited Harry Potter eBooks, in partnership with J K Rowling’s publishers worldwide, and is ultimately intended to become an online reading experience, extending the relevance of Harry Potter to new generations of readers, while still appealing to existing fans. As the Pottermore Shop develops, it is intended that it should include further products designed specifically for Harry Potter fans, offering a potential outlet for Sony products and services related to Pottermore. In keeping with Harry Potter’s international appeal, the site will launch in English, French, Italian, German and Spanish, with more languages to follow.