Time Warner's Warner Bros. Television Group yesterday moved to cash in on audiences and ad dollars gathering around shows streaming on the Web with the launch of its new teen TV-themed Web hub, TheWB.com.
The new site, targeting viewers aged 16-34, is a mix of original programming for the Web from the likes of big-name producers such as McG and Josh Schwartz, coupled with Warner Bros.' back catalog of youth-oriented TV hits including "Friends," "The O.C.," "Veronica Mars," and "Buffy The Vampire Slayer."
Finding new outlets for Warner Bros. content is an increasingly important imperative for Time Warner boss Jeff Bewkes as he positions the studio to be a bigger driver of revenue in a slimmed-down media giant.
TheWB.com is one of multiple-niche TV programming plays the company is pursuing on the Web. A new kids TV hub targeting children aged 6-12 called KidsWB.com, is also being tested.
That effort marks the first time that characters from across Warner Bros. Animation, Looney Tunes, Hanna-Barbera and DC Comics have been assembled in a single online destination.