This summer, Broadband Enterprises quietly began syndicating short Warner Bros. cartoons online. The arrangement, which was recently extended through the end of the year, involves distributing new clips--created just for the Web--for shows such as "Looney Tunes," "Gotham Girls," "Timberwolf," and "Cartoon Monsoon."
Kellogg's and Procter & Gamble run streaming ads before the shorts, and display a static banner next to the clips, said Matt Wasserlauf, president and CEO of Broadband Enterprises.
The pre-roll ads--mainly 30-second units--target children between the ages of 6 and 11, as well as their mothers. Kellogg's has promoted Pop Tarts, Frosted Flakes, and Twistables, while Procter & Gamble has been touting Bounty towels, Wasserlauf said.
Broadband Enterprises is currently evaluating whether to extend distribution to other sites to which it provides video streams. "We laid out the opportunity across the board and are awaiting feedback," said Wasserlauf, a former WB executive who once was responsible for syndicating network programming to local TV stations.
All Warner Bros. shorts currently streaming are original, but Broadband Enterprises might in the future make repurposed TV clips available online, Wasserlauf said.