WB Revamps Kids' Sites

Warner Bros.' online unit is bringing its classic cartoons into the broadband era by launching a host of new interactive content for three of its marquee brands: Scooby Doo, Looney Tunes and Hanna-Barbera.

Over the next two weeks, the studio will unveil new or revamped sites for each property that include a new broadband video channel, streams of cartoon episodes, and audio downloads. The material is meant to appeal to a range of customers--from young children to adults who grew up with the Warner Bros. characters.

For the new Hanna-Barbera site, Warner Bros. created a broadband channel for teens that will offer two hours a week of mostly classic programs such as "The Flintstones" and "Yogi Bear." The relaunched Scooby-Doo.com will feature downloadable audio mysteries and an interactive pet photo gallery. The Looney Tunes site will offer six to eight classic cartoons on-demand packaged under a different theme each month.

All of the content will be free and ad-supported. Advertising across the sites will appear in the form of pre-roll video ads, banners, and sponsorship programs. Staci Miller, vice president of operations for Warner Bros. Online, said the company had already signed up "a couple" of sponsors, but declined to name them. Warnerbros.com drew 6.9 million unique visitors in July--down 25 percent from the year-earlier period, according to comScore Media Metrix.

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