• by Alex Weprin , October 19, 2018

WarnerMedia’s Turner division is shutting down its digital content studio Super Deluxe.

With AT&T having completed its acquisition of Time Warner earlier this year, the company is shifting resources to its priority lines of business, such as HBO and the just-announced direct-to-consumer offering, launching next year.

The company stated that while it is “proud of the unique brand Super Deluxe has built over the past three years, and the cutting-edge content and innovations this incredible group of very talented people has made … there are now massive changes in the social and mobile-first ecosystem and duplication with other business units in our new WarnerMedia portfolio.” 

“Super Deluxe found inspiring ways of connecting with a new generation and many of their best practices will be adopted by other Turner properties as we redirect this investment back into our portfolio,” the company added.

Super Deluxe created quirky comedy content for its own platform and for social platforms like Facebook, Instagram and Twitter.

Last month, Super Deluxe teamed Conan O’Brien’s Conaco to mount an U.S. version of cult British web series "Don’t Hug Me I’m Scared."

The current iteration was established in 2015, after having previously been a Turner comedy website that launched in 2007,. It was eventually being folded into Turner’s Adult Swim property a year later.

Turner’s shuttering of SuperDeluxe follows a decision to shut down the streaming video service DramaFever by WarnerMedia sister company Warner Bros. earlier this week.

Super Deluxe was overseen by Kevin Reilly, Chief Creative Officer, Turner Entertainment and president of TBS and TNT.