Warner Brothers Makes Shows Available For Online Viewing
Posted on: Tuesday, 29 April 2008, 12:00 CDT
Warner Bros. Television Group announced at a New York press conference Monday its launch of two new Web sites, along with other key components of the company’s multiplatform digital media business strategy.
The new broadband destinations include KidsWB.com, a site geared for children that made its debut Monday, and TheWB.com, which will provide full episodes of shows such as "Friends", “Smallville” and specific made-for-online shows, which will be available in beta test format next month with a wide launch planned for the end of August.
Both sites will allow the company to attract younger viewers and capture new ad revenue. The company already has agreements in place with McDonald’s Corp., Mattel Inc. and Johnson & Johnson.
The announcements were made via Webcast by WBTG President Bruce Rosenblum, and were part of the company executives’ effort to pitch their digital strategy to advertising agencies.
Rosenblum said the new sites were part of the company’s initiative to make studio content available to younger viewers, such as his 20-year-old daughter and her friends, “who are watching on laptops and cell phones.”
"To them, that is television," he added.
"These destinations are perfect examples of our digital strategy to create targeted, niche destinations that present a fresh and compelling point of view to audiences,” said Rosenblum.
"In much the same way TMZ has, these initiatives enable us to create new brands and re-imagine existing ones for a multiplatform playing field. They are complementary to our thriving traditional business and share the same vision of original episodic storytelling.”
TheWB.com will target Adults 16–34 and feature the re-release of a collection of The WB Network's most popular series and other successful programming, as well as original series created specifically for the site.
KidsWB.com, designed for children aged 6–12, marks the first time that characters from across all of the Studio's libraries of iconic animated properties – including Warner Bros. Animation, Looney Tunes, Hanna-Barbera and DC Comics – have been assembled in a single online destination. The site will feature a wealth of animated programming from some of the industry's most acclaimed creators, along with more than 100 animation-themed games.
Warner Bros.' move to make its content available on its own branded Web site long follows similar initiatives within the industry.
Last month, Hulu.com, a joint venture between NBC Universal and News Corp., was launched to the public, and Walt Disney Co.'s ABC.com has been streaming its hit shows in September 2006.
"It's not so late that it doesn't matter," analyst Martin Pyykkonen of Global Crown Capital told the Associated Press.
However, in the case of Warner Bros., the company lacks a major broadcast network. Instead, it has sold distribution rights for shows it produces to other companies. For example, "Chuck," was sold to NBC, while "Pushing Daisies" airs on ABC.
Rosenblum said those networks maintain the rights to rebroadcast episodes in the current season on their own Web sites, leaving TheWB.com at least a season behind with their content.
However, the company is trying to make its site more than merely a destination for watching streamed shows. For instance, it also will be possible to view TheWB.com from Facebook users' home pages and vice versa, and the site will also offer original online-only content.
Rosenblum explained that the company’s online viewing initiative is only in its infancy, and downplayed the potential revenue impact to parent Time Warner Inc., which brought in $46.5 billion in 2007.
"I would not be focused on the revenue piece of this for a handful of years," Rosenblum said.
"We're still in the embryonic stage of this platform.”
Monday’s announcements follow the April 21 news that Time Inc.'s Essence Communications would be teaming up with WBTVG on a series of initiatives to expand the Essence brand across the Internet and television. One of the first projects to come from the collaboration is the re-launch late this summer of an expansive new web destination at Essence.com, which aims to be the ultimate online destination for African-American women.
Also highlighted Monday was the latest developments at another WBTVG digital venture, MomLogic.com, an online community for moms of all ages. The site has introduced new features that allow users to access content most pertinent to them based on their different stages of parenting and ages of their children.
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Source: redOrbit Staff & Wire Reports
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