Warner Bros. Announces New Digital Initiatives

LOS ANGELES, April 29: As
part of its multiplatform digital-media business strategy, the Warner Bros.
Television Group (WBTVG) unveiled several new digital initiatives at a press
conference in New York yesterday, including the launch of two ad-supported
broadband networks: TheWB.com and KidsWB.com.

Targeted at adults aged 16
to 34, TheWB.com is an ad-supported, video-on-demand network that will 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 TheWB.com. The web portal is scheduled for a Beta launch in early May, with
a wide rollout planned for the end of August.

Meanwhile, KidsWB.com
(formerly referred to as T-Works) is an ad-supported destination built around
youth-oriented, immersive entertainment. Designed for
kids aged 6 to 12, KidsWB.com 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. KidsWB.com will feature a plethora
of classic, original and contemporary animated programming, along with more
than 100 animation-themed games.

Charter advertising and
promotional partners that have come aboard for Warner Bros.’ two new broadband
destinations include Mattel, McDonald's and Johnson & Johnson. Inaugural
distribution and marketing partners consist of Comcast Cable, Fancast.com, AOL,
a number of mobile carriers and more. Additionally, WBTVG has created an
application on the social-networking site Facebook for TheWB.com.

These announcements
follow recent news that WBTVG would team with Time Inc.'s Essence
Communications on a series of initiatives that will expand the Essence magazine brand across a number of
platforms, including Internet and television. One of the first projects to come
from the collaboration is the late summer re-launch of a new web destination at
Essence.com—created in partnership with WBTVG's Telepictures
Productions—which aims to be the ultimate online destination for
African-American women.

In addition to
the expansion of Essence.com, Telepictures will work to develop content based
upon the Essence
brand for both television and original digital programming for broadband,
kicking off with Extra on Essence, an original digital series for Essence.com hosted by Tanika Ray,
the correspondent and weekend co-anchor of the daily entertainment news
magazine program Extra. Additionally, the relationship will include the print edition of
the magazine, with Extra contributing news that will be featured in Essence magazine's entertainment section on a
regular basis.

Also
highlighted at the press conference were the latest developments at another
WBTVG digital venture, MomLogic.com, an online community aimed at moms of all
ages. MomLogic.com has introduced a series of new customization and
personalization features which allow users to access the content that most
pertains to them based on their different stages of parenting and ages of their
children.

"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 Bruce Rosenblum, the president of Warner Bros. Television
Group. "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.”

—By Irene Lew