Warner Bros. Creates Digital Content Unit

BURBANK, September 5: Warner Bros. Television Group is launching Studio
2.0, a venture that will develop original live-action and animated short-form
programming for broadband and wireless devices.

Heading up the unit will be
award-winning producer and senior advertising executive Rich Rosenthal, and the
venture will be overseen by Craig Hunegs, the EVP of Warner Bros. Television
Group.

Content out of Studio 2.0 will
come from established as well as up-and-coming talent, and Rosenthal will work
with advertisers seeking involvement with original programming. Studio 2.0 will
look to license the programming to online sites, portals and wireless providers
in collaboration with the recently formed Warner Bros. Digital Distribution
business.

“What has become eminently
clear is that our advertising partners in our traditional television businesses
are anxious to work in collaboration with the creative community to develop
original digital content,” said Bruce Rosenblum, the president of Warner Bros.
Television Group. “At our core, we are a content creation company and Studio
2.0 is a natural, yet extraordinarily exciting, extension of our television
production businesses. We are confident that Rich and Studio 2.0 will
successfully provide advertisers with cutting edge tools that will integrate
their brands with inventive digital content in fresh, impactful and meaningful
ways. At the same time, Studio 2.0 will present our creative partners in our
television production divisions with a vibrant platform to express their vision
in expanding digital arenas and allow us to collaborate with Simon Kenny (the president
of Warner Bros. Digital Distribution) and his team on terrific content for
digital distribution.”

Rosenthal joins Warner Bros. from
a decade at Y&R where he served as executive producer and senior VP and
most recently as head of production and executive VP.