Warner Bros. has formed Warner Bros Digital Networks, in a move intended to focus on its Internet-delivered movies and television shows, the company announced on Thursday.
The unit will be led by Craig Hunegs, who will be president of the newly formed division, adding to his current role as president of business and strategy of Warner Bros. Television Group. Hunegs will still report to CEO Kevin Tsujihara.
“In today’s on-demand world, OTT gives us a really effective means to directly provide consumers the programming they want,” said Tsujihara in a statement on Thursday, adding that the formation of WBDN will allow the company to “operate more nimbly” as it expands its digital strategy.
The plan for Warner Bros. Digital Networks is to expedite the company’s owned over-the-top (OTT) initiatives, focusing its efforts on already established properties: streaming site DramaFever and Warner Archive Instant — an SVOD service for classic Warner Bros. titles.
Warner Bros. Digital will also take the lead in managing investments in gamer network Machinima and the WB’s partnership with LeBron James and Maverick Carter, Uninterrupted. It will also oversee Ellen Digital Ventures, a partnership with Ellen DeGeneres.
WBDN is also tasked with creating new OTT offerings and forging new strategic alliances. Warner Bros.’ new digital unit will work closely with Time Warner’s Turner and HBO divisions as part of this effort.
“Warner Bros. has a tremendous opportunity to have a more direct relationship with our audiences,” said Hunegs, adding that more announcements are set for the coming months.
Warner Bros. is the largest producer and distributor of television series in the U.S. and is producing a growing number of local series in key countries around the world.