Warner shifts Web course, shouldering video costs

In the race to become a major supplier of original video programming to the Web, Warner Bros. plans Monday to introduce 24 Web productions in a range of formats including mini-movies, games and episodic television shows. The New York Times reports.

"But for this latest online push, Warner Bros. has discarded its initial strategy of insisting that advertisers shoulder production costs from the start. Instead, it has decided to finance most projects itself and worry about lining up advertisers to recoup costs later.

The shift underlines a growing realization among the big Hollywood studios: Web entertainment is evolving so quickly that they must take on more financial risk to keep up."

emily | 9:48 AM | Broadcasters distributing their TV shows online |
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