Turner Embarks on Digital Shake-Up For 2008
A new website soft-launched last week, CartoonNetworkHQ, heralds the start of a new digital strategy for the Turner-owned brand, where the focus for its digital properties will shift from channel and brand promotion to making money in their own right.
“It’s quite different from the way the websites were treated in the past, being more of a promotional tool supporting the linear channel and everything else,” explains Turner International’s Asia-Pacific business development VP, YewMing Lau. “We’re now taking the websites and pulling it out from within the network and making it a separate business unit. The focus is very much how do you build the business.”
The move is the latest step on the path towards true media neutrality, after the company as a whole first started moving away from being to a TV business to branded environment business three years ago.