MUMBAI: The Warner Bros. Television Group (WBTG) is establishing a new digital production venture Studio 2.0.

This will work with creative talent and advertisers to create original live-action and animated short-form programming for broadband and wireless devices.

WBTVG has tapped producer and senior advertising executive Rich Rosenthal to head Studio 2.0. These announcements were made by WBTG president Bruce Rosenblum. The venture will be overseen by WBTG executive VP Craig Hunegs.

Studio 2.0 will provide a creative platform for the Television Group’s established as well as up-and-coming talent to produce content of varying lengths – from multiple-episode series to one-offs. Rosenthal will actively align Studio 2.0 with advertisers seeking early identification and involvement with original programming. They will develop projects through independent creative resources as well as through the various in-place Warner Bros. Television Group production arms.

Studio 2.0 will look to license the programming to online sites, portals and wireless providers in collaboration with the recently formed Warner Bros. Digital Distribution.

Rosenblum says, "What has become eminently clear is that our advertising partners in our traditional television businesses are anxious to work in collaboration with the creative community to develop original digital content.

"At our core, we are a content creation company and Studio 2.0 is a natural, yet extraordinarily exciting, extension of our television production businesses. We are confident that Rich and Studio 2.0 will successfully provide advertisers with cutting edge tools that will integrate their brands with inventive digital content in fresh, impactful and meaningful ways.

"At the same time, Studio 2.0 will present our creative partners in our television production divisions with a vibrant platform to express their vision in expanding digital arenas and allow us to collaborate with Simon Kenny (President, Warner Bros. Digital Distribution) and his team on terrific content for digital distribution."

Hunegs says, "Rich’s breadth of advertising experience, both as a creative and production exec, and the wide array of advertisers, brands and companies for which he has created, make him the ideal choice to run Studio 2.0. It is a coup to have him join us".

Time Warner Global Marketing, the cross-divisional client partnerships arm of Time Warner, will work closely with Rosenthal and Time Warner advertising clients.