Warner Bros., understanding the growing demand for the creation of content for the broadband and mobile markets, has created a new division for that very purpose. Their new division will be called appropriately Studio 2.0. This may be the most assertive move by a major studio to date.
The goal is to create and fulfill the exploding demand for original content created for the online world. The new division will be in the business of creating new content for the purpose of being supported by ads.
Bruce Rosenblum, president of Warner Bros. Television Group said, "We view this as a natural extension of what we do every day as content creators, and we're adapting to the digital environment, since advertisers were intimately involved in the early days of television, it makes sense for them to be involved in this arena, too."
Craig Hunegs, exec VP-Warner Bros. TV Group added, "We've been hearing from advertisers that they want to closely align their messages with entertainment content, the goal is to create standalone content that speaks to the audience. It's not about creating something that looks like a commercial."
This is one of the better possibilities that I've heard coming out of Hollywood in a while. Understanding that the online world doesn't work like the offline one is a good step; they are going beyond the talking about push marketing no longer working, to taking action and develop the kind of content, hopefully, that will "pull" consumers in to interact with their content.
The question that remains will be whether they can break off from their old way of thinking and doing things and truly offer the type of content that will drive the process.
Comment Preview