TheWB.com launches as interactive website
Michigan J. Frog is still retired. There’s no sign of “Dubba Dubba.” And Jamie Kellner‘s nowhere to be found.In resurrecting the WB as an ad-supported, video-on-demand, interactive website, Warner Bros. TV Group has tweaked the brand to reflect what it might look and feel like if it had survived into 2008. That means a new logo (an updated variation of the “WB” trademark), a modern, video-heavy interface… and no Frog. “The WB was and is a tremendous brand,” says Warner Horizon TV topper Craig Erwich, whose division oversees TheWB.com. “It’s still relevant. But this is not designed to be a WB museum or a nostalgia trip. The shows from the WB that we put up there still hold up. But the environment, the brand and the logo has to feel like 2008.” Among old WB shows on the site: “Buffy the Vampire Slayer,” “One Tree Hill,” “Smallville” and “Gilmore Girls.” Other Warner titles in the mix include “Friends,” “The OC” and “Veronica Mars.” That updated feel extends to the new, Internet-only programming that is set to run on TheWB.com. McG‘s “Sorority Forever,” Josh Schwartz‘s untitled music project and the sudsy “Downer’s Grove” are all projects that would have felt at home on the WB, if it still existed today, Erwich says. “In a way that a lot of the (original WB shows) were authentic in their depiction of young people, hopefully there’s a rawness here in terms of the next generation of storytellers.”
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