Warner Bros: video site trial begins with Friends and Buffy

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Warner Bros has rolled out a trial version of an ambitious on-demand video website, offering archives of shows including Friends, Smallville and Buffy the Vampire Slayer. (Yay!)

But don't hold your breath - there are currently no plans to extend it to the UK (Boo!)

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[mjt]

"WB attempts new AOL style ring fence - screws non US anyway"

I love the language they're using here - so lets have a look at that story in detail: (my bold/italics)


"Hollywood studio Warner Bros has quietly rolled out a trial version of an ambitious on-demand video website over the weekend, offering archives of shows including Friends, Smallville and Buffy the Vampire Slayer as well as web-exclusive content and social networking features. OK so far...

Available initially only as a private trial within the US, TheWB.com website said it was targeting the 18-34 audience with "iconic, dramatic video content when, where and how" they want it. Right. Still sounds good. When, where and how. that can't be bad...I'll have some of that. Oh, but I can't it's US only.

We should have a gong show for VoD press releases - see how far they can get without being gonged off...

Warner Bros has introduced some social networking features with the site so users can chat about particular shows, set up viewing parties and play themed games. If I want to watch TV, then I want to watch TV, but I guess some people might want it...

Another tool allows users to create their own edits using Warner Bros footage, as well as search programmes for keywords. Great - it's got a search bar...

The site will be supported by advertising and is being promoted through a Facebook group. ...And a marketing budget.

A Warner Bros spokeswoman said there were no plans to extend the serviced to the UK, where the focus is on branded WB broadband video channels on services including BT Vision, Virgin Media and Tiscali. Um. Ok. This is where I have a bit of a problem...

TheWB.com is focused on archive shows and web-only programming, described by Warner Bros Television Group president Bruce Rosenblum as "not about supporting TV; this is about creating a separate business, and we regard online video as a separate form of storytelling". OK. Stop. Stop now. It's not a separate form of storytelling, it's just another delivery platform. It's a way of squeezing a bit more cash out of shows that have already been paid for. It's about reselling the same stuff to customers all over again.