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With Warner Bros Digital Networks, studio jumps headfirst into streaming waters

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As streaming continues to grow in terms of popularity, more companies are opting to create their own options rather than partner with a third party like Netflix or Hulu. Now, Warner Bros. is not just creating its own streaming service, but an entire division devoted to expanding its streaming offerings.

The new division, aptly named Warner Bros. Digital Networks, was announced Thursday, Variety reports. Craig Hunegs, president of business and strategy for Warner Bros. Television Group, will also serve as president of the new division, reporting directly to Warner Bros. Chairman and CEO Kevin Tsujihara in both positions.

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“In today’s on-demand world, OTT [over-the-top content] gives us a really effective means to directly provide consumers the programming they want,” Tsujihara said in a statement. “By forming Warner Bros. Digital Networks, we’ll be able to operate more nimbly as we continue to develop and deliver on our digital strategy, which will complement our industry-leading distribution business.”

A number of different services will fall under the umbrella of Warner Bros. Digital Networks, including DramaFever and Warner Archive Instant, which shows classic movies and TV shows from Warner, RKO, Hanna-Barbera and more. The company’s investments in Machinima, Ellen Digital Ventures, and Lebron James’ Uninterrupted are also now part of the new division.

Warner Bros. Digital Networks will also reportedly work closely with Time Warner’s Turner and HBO divisions, though details on how exactly this will work are currently scarce. In addition to working with existing properties, the division is also working on new OTT channels and other content set to appear in the coming months.

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One of these projects is known as “Project Mix,” which will focus on content creation at first, but could develop into an OTT channel in the future. Not much is known at this time, but Hunegs said the initiative will focus on productions “that might not typically come from a Hollywood studio.”