Warner Bros. TV to launch branded channels; seals deals


MUMBAI: Warner Bros. Television Group (WBTVG) has signed distribution agreements with a select group of partners to launch a number of advertiser-supported branded channels in premium environments that will further WBTVG’s strategic expansion into the digital marketplace.

WBTVG will work closely with Dailymotion, Joost, Sling Media, TiVo and Veoh Networks to launch channels that will include TheWB.com and KidsWB.com – the two new advertiser-supported broadband destinations WBTVG unveiled in late April at a press conference in New York City.

The announcement was made by Warner Bros. Television Group president Bruce Rosenblum.

The channels will launch in mid-September, providing WBTVG’s branded destinations with the added reach of the distribution partners’ target audiences, while giving consumers greater access to the Studio’s programming.

The three-screen distribution strategy provides scale to advertisers, allowing them to associate with Warner Bros. brands through the expanding Warner Bros. digital arena, which gives advertisers access to targeted consumers via the Studio’s programming in a premium environment.

"These new premium partnerships fit our overall digital distribution strategy by providing users the opportunity to access our content where and when they choose. These partnerships will further the reach of the high-quality content we are creating to fuel our branded, ad-supported niche destinations which will benefit both the user and the advertiser," said Rosenblum.

The branded channels at Dailymotion.com, www.joost.com, Sling, TiVo and Veoh.com will offer, free of charge to consumers, full-length episodes of programming – some drawing from The WB Network, and others from Kids’ WB! and the Warner Bros. collection.

In addition, selected original series will be made exclusively for TheWB.com, including Sorority Forever, an innovative mystery/drama from director/producer McG (the upcoming Terminator Salvation: The Future Begins, Supernatural, the Charlie’s Angels movies) and Big Fantastic (Prom Queen) that peeks behind the walls of one of the most intriguing secret societies in the world: the sorority. Additional series being made available will be announced at a future date.

In addition to these branded channels, WBTVG and these partners will launch two new themed channels: Classics WBTV, a channel featuring full-length episodes of landmark series from the vast Warner Bros. Entertainment collection of programs, and a Sci Fi channel, including complete episodes from a selection of the Studio’s science fiction titles.

A premium, ad-supported, video-on-demand, interactive and personalized network targeting the Adults 16–34 demographic highly coveted by advertisers, TheWB.com will feature original programming created or acquired specifically for TheWB.com – including series from director/producer McG and writer/producer Josh Schwartz; the re-release of a collection of The WB Network’s most popular series and other successful programming – and an extensive network of distribution partners. Designed for children aged 6–12, KidsWB.com is a premium, ad-supported destination built around youth-oriented, immersive entertainment which unites the Studio’s libraries of animated characters and programming, including Warner Bros. Animation, Looney Tunes, Hanna-Barbera and DC Comics.

These announcements follow the creation of branded channels for TheWB.com and KidsWB.com on AOL, as well as the launch of an original application on Facebook Platform that allows seamless integration of Facebook’s social utility on TheWB.com, and TheWB.com’s entertainment content on Facebook. WBTVG’s Digital Media Sales team will handle the advertising inventory for both the broadband and wireless marketplaces.