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Cartoon Network New Media Unveils Innovative Browser Application Extending Games Distribution to Gaming Consoles

Posted on: Monday, 11 June 2007, 12:00 CDT

Cartoon Network New Media is expanding its games distribution to videogame consoles through an innovative browser application developed at AFI's Digital Content Lab. Launching in late 2007 to early 2008, the new multi-platform window called "MEGA Series" delivers an interactive video and gaming experience to broadband-enabled consoles. Additionally, the application can be adapted for distribution to a broad array of devices. Cartoon Network is the first television network to use Flash to uniquely reach the massive console audience.

Compatible with PLAYSTATION 3 (PS3) and Wii, MEGA Series may be delivered via the broadband connection of each console and is accessible through the device's Internet browser, which both use custom Flash players from Adobe. MEGA Series programming will be based on Cartoon Network and Adult Swim shows. MEGA Series content is designed to be played simultaneously with streaming video and delivered episodically over time, providing a real-time immersive experience for fans.

"Developing applications like MEGA Series is an important complement to our existing online and mobile businesses and a part of Cartoon Network's digital growth strategy," said Paul Condolora, senior vice president and general manager of Cartoon Network New Media. "Not only does MEGA Series extend our reach, but more importantly provides an opportunity to offer a unique content and user experience for our audience."

"AFI's Digital Lab provided a fantastic collaborative environment to explore cutting-edge technologies that further our businesses and reach new audiences," said Ross Cox, senior director of entertainment products, Cartoon Network New Media. "We'd like to think our efforts effectively demonstrate how the console browser can be utilized as a new distribution platform."

"The MEGA Series breakthrough is exactly the type of innovation that the AFI Digital Content Lab has fostered for the last nine years," said Lisa Osborne, supervising producer of the AFI Digital Content Lab. "When we recruited Sony, Georgia Tech, Dreamsocket, Beyond Z, The Barbarian Group and others to be on the same R&D team, we were hoping they'd develop a cutting-edge entertainment concept, and they certainly surpassed our expectations. Creating a product that runs on both a PS3 and a PC truly fulfilled the 'build once, broadcast everywhere' goal that the team set out to accomplish. It's gratifying to see Cartoon Network use their Lab project as a springboard to launch a new product."

"The AFI Digital Content Lab encourages the type of creative thinking and collaboration that is imperative to help propel Flash development in the future," said Bill Perry, manager of developer relations for mobile and devices at Adobe. "The development of the MEGA Series application is a great example of pushing technology to create even more robust entertainment experiences that reach consumers across a wide range of supported devices, including the Sony PS3 and Nintendo's Wii console."

The MEGA Series is a custom application accessible through a console browser and a PC browser. Once the application is built, the interface will be customized for the Flash capabilities of each distribution platform--including PC, PS3 or mobile phone--creating a unique, video-on-demand and gaming experience.

About the AFI Digital Content Lab

The AFI Digital Content Lab is a year-round research and development center that works with top television, film and entertainment properties to envision and build new digital applications. Working with professionals from the creative, distribution, production and technology communities in a hands-on production environment, AFI sets the standard for next-generation emerging content and prepares media creatives for the advancing era of digital interactive storytelling.

About Cartoon Network New Media

Cartoon Network New Media is responsible for the production of Cartoon Network's popular Web sites, which include CartoonNetwork.com, AdultSwim.com (supporting the late-night sister network of programming for adults), TickleU.com (supporting programming for our youngest viewers), and CartoonNetworkYa.com (the Spanish-language site for kids). CartoonNetwork.com is one of the most popular entertainment sites in the world for kids, attracting millions of unique users each week. Its top attraction is its roster of games, which drew more than 2 billion game plays in 2006. Other key features include in-depth show information, schedules, shopping and an online community.

In addition, Cartoon Network New Media is the creative force behind Cartoon Network's video-on-demand offerings, interactive TV and mobile offerings, which include partnerships with major carriers like Sprint, Cingular and Verizon.

About Cartoon Network

Cartoon Network (CartoonNetwork.com), currently seen in more than 91 million U.S. homes and 160 countries around the world, is Turner Broadcasting System, Inc.'s ad-supported cable service offering the best in original, acquired and classic animated entertainment for kids and families. Overnight from 11 p.m.-6 a.m. (ET, PT) Sunday-Thursday, Cartoon Network shares its channel space with Adult Swim, a late-night destination showcasing original and acquired animation for young adults 18-34.

Turner Broadcasting System, Inc., a Time Warner company, is a major producer of news and entertainment product around the world and the leading provider of programming for the basic cable industry.

Source: Business Wire

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