Warner Brothers to bring back WB brand as a video Web site
The WB brand, conceived as a broadcast network more than a decade ago - in 1995 – subsequently closed in 2006, is returning as a video Web site that will combine classic shows with short original series, the Warner Brothers TV group has announced.
TheWB.com and a complementary web site for children KidsWB.com, both are part of a ‘digital destination’ strategy adopted by Warner Brothers, which is a subsidiary of Time Warner. The idea is to tailor sites to specific audiences. In an effort to compete for consumers’ attention and time, Warner and other media firms are seeking new outlets for content, often creating broadband Internet channels and bypassing the traditional network structure.
The president of the Warner television group, Bruce Rosenblum, stated, underlining his point:
My 20-year-old daughter and her friends watch ‘Pushing Daisies’ and ‘One Tree Hill’ but not on television.
They are watching on laptops and mobile handsets. Here is the interesting part - to them, that is television.
The site, to begin in a test form next month, is to focus on the audiences on the age group of 16 to 34, particularly women.
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