Warner Bros. 's Studio 2.0: can shorts be the new blockbuster?

copyright Adage.com
By T.L. Stanley
Published: September 04, 2006

LOS ANGELES (AdAge.com) -- Warner Bros., the powerhouse behind "E.R." and "Friends," is launching a landmark division designed to create short-form broadband and mobile content for marketers.

Today everyone wants to be in the content-creation and -ownership business -- agencies are making movies, marketers are setting up production facilities and we all know about consumers and their YouTube specials -- but this is the most aggressive move yet by one of the longtime kings of content, the Hollywood studios, to get into digital content and partner with advertisers.

Aimed at satisfying advertisers' growing thirst for original content and digital platforms, the division, dubbed Studio 2.0, will integrate brands and develop programming specifically for ad sponsorship.

FULL ARTICLE: http://adage.com/digital/article?article_id=111638
EMAIL T.L STANLEY: tstanley@crain.com