In an effort to occupy a higher percentage of consumers' time, media companies are researching new outlets to show their stuff. Broadband distribution is the most recent of these.

The latest platform for entertainment is upon us. The Warner Bros. Television Group is in the process of launching an ad-supported, video-on-demand network called TheWB.com. This is their latest strategic step into digital production and broadband distribution.

This platform will specifically target adults falling into the 16-34 demographic with the aim, of becoming the premiere destination for original dramatic entertainment on the Internet.

The programming will be comprised of both new content developed for this platform as well as a re-release of older content that has proven to be popular with audiences that fall into this much coveted demographic.

When referring to the programme habits of his 20-year-old daughter and her friends in The New York Times, the president of the Warner television group, Bruce Rosenblum said, “ They're watching on laptops and cellphones. Here's the interesting part – to them, that is television.”

Rosenblum was also quoted in saying that this was a natural progression for the Warner Bros. Television Group and complemented their “core business, which is based upon episodic storytelling, first-class distribution and providing value to partners through advertising in a premium environment.”

Individuals that represent the online realm, or aspects of it, have for ages made noise about the movement away from traditional media to the Internet and here is another big step to support this. Personally I have only respect for the guys over at Warner for taking the lead and taking a chance. I think it is something that may or may not pay off, and will be very dependent on the way it is handled.

I do believe, however that it is imperative that it is kept interactive – polls to influence which shows are broadcast and the like could go a long way towards getting viewers involved and interested.

At the moment, it is planned that users will be afforded the chance to engage and interact with the brand through both the site and the Facebook application – a good start.

The beta launch is scheduled for early May, and it will be interesting to see how this pans out and who else joins in.