Original Short-Form Programming for the Digital Space

September 7th, 2006 |

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LOS ANGELES, September 7, 2006 (PodTech News) — In a sure sign of things to come, television and movie studios are starting to create original short-form programming for broadband and wireless devices. Warner Brothers Television Group just announced the creation of Studio 2.0, bringing together talent and advertisers to create original live-action and animated programming. Its aim is to license the programming to online sites, portals and wireless providers in collaboration with the recently formed Warner Bros. Digital Distribution. But it’s not just major Hollywood studios getting into the act — Internet start-ups and small production companies also recognize the opportunities, as evidenced by the recent launch of ScriptThis.tv, a website for people who want to be part of the television creation process. PodTech’s Matt Kelly reports.

Reporter’s Notes: The Warner Bros. announcement reminds me of 1950s-era television, when consumer brands sponsored a whole show. It’s interesting to see that Rich Rosenthal, WBTG’s new head of Studio 2.0, comes from Young & Rubicam. Y&R’s clients were some of the biggest television sponsors during that era. My how things come around, huh?

— Matt Kelly

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