By: Senior staff writer – Easton Ellsworth

I’m sorry, but it reads R-A-D-U-S. Not R-A-D-I-U-S.

Yet Radus, the latest media search engine slash portal to emerge in the pack following on the heels of YouTube, Hulu and other online video giants, insists that you’re supposed to pronounce its name “radius.”

So buy radius.com and just call it Radius already!

Actually, it’s RADUS. Another peeve of mine is when companies capitalize their entire names for no readily apparent reason.

Anyway, here’s what RADUS is all about.

RADUS.com is a slick-looking website (I’ll give it that much) that lets you browse all kinds of popular media on the Web – top articles, photos, audio, and video clips from dozens of other websites. Of course it has RSS feeds for each channel and category as well.

I think a killer move – or at least a must for viral growth – would be for RADUS to let users create and share their own personalized media mixes.

I couldn’t find much information on the RADUS site regarding the company’s management or launch progress … it would be great to be able to track them more closely via Twitter and other social networking sites.

CNET also has gripes about RADUS. Like CNET, I just don’t see how RADUS changes the game. It’s nice-looking, but it needs to offers something above and beyond what the major video portals do, and so far I haven’t seen that.

Here’s the press release for the RADUS launch.