Warner Bros. will create original animated and live-action content for wireless and broadband devices via it’s newly established Studio 2.0, according to The Hollywood Reporter. The new unit will be lead by advertising veteran Rich Rosenthal, brother of Everybody Loves Raymond creator/exec producer Phil Rosenthal.
Studio 2.0 will be overseen by Warner Bros. Television Group exec VP Craig Hunegs. Rather than repurposing existing Warner Bros. content, the unit will focus solely on generating completely new properties, which will be distributed over multiple platforms by Warner Bros. Digital Distribution.
Rosenthal most recently served as head of production and exec VP for ad agency Young & Rubicam. His advertising career, which also includes stints at J. Walter Thompson and Saatchi & Saatchi, will come in handy as Warner looks to form close relationships with advertisers and even create content around brands. Warner plans to mine its stable of TV talent, as well as outside sources, for content.
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