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Summary:

This is no joke. PaidContent wrote last night that Turner will fold comedy site SuperDeluxe into Adult Swim and lay off much of the SuperDeluxe staff. Turner sent us the following statement this morning: “Effective immediately, we will begin transitioning the content of Super Deluxe.com to […]

This is no joke. PaidContent wrote last night that Turner will fold comedy site SuperDeluxe into Adult Swim and lay off much of the SuperDeluxe staff. Turner sent us the following statement this morning:

“Effective immediately, we will begin transitioning the content of Super Deluxe.com to Adult Swim.com and merge the operation of both sites. This move allows us to grow more strategically and create a richer, stronger platform that builds on Adult Swim’s number-one position with young adults.”

The move isn’t a surprising one (we predicted it back in November) given that Adult Swim was a much stronger, edgier brand for Turner. Why compete against yourself when you’re also trying to fend off the likes of College Humor, Funny or Die and Comedy Central? Not to mention upstarts like My Damn Channel and 60Frames and all the sitcoms the network is putting online.

Adult Swim has already been creating Internet-friendly entertainment for years. Shows like Aqua Teen Hunger Force and Frisky Dingo were animated, which does well online, and episodes were only 11 to 15 minutes long. Those run times aren’t exactly “snack” sized, but they’re short enough to be enjoyed in one sitting (while being long enough to work on oldteevee).

SuperDeluxe put up a good fight, but it just never caught on with audiences. Early on in its life it signed up just about any comedian or sketch comedy group with a web site. Unfortunately with comedy, quantity does not equal quality.

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  1. Chris – Quantity certainly doesn’t equal quality, but Super Deluxe was/is producing some of the best online original content. Have you seen ‘Layers,’ ‘Maria Bamford,’ Brad Neely’s shows, or Bob Odenkirk’s stuff? It’s fantastic.

    Most of their problem was that they’re basically the same thing as Adult Swim and appealing to the same demo, but I also think that distribution had something to do with it. They let very little of their content live off their site (i.e. their YouTube channel only has 26 videos).

    If they went with the super distribution model of 60Frames, MyDamnChannel, NextNewNetworks shows, etc., they would’ve had a ton more viewers and possibly made internet stars out of some of their content creators.

    If some episodes of ‘Professor Brothers’ were able to attract 100,000+ views on a superdeluxe.com that gets 300,000 visitors a month, those things would’ve gone gangbusters on sites with more traffic.

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  2. “If they went with the super distribution model of 60Frames, MyDamnChannel, NextNewNetworks shows, etc., they would’ve had a ton more viewers and possibly made internet stars out of some of their content creators.”

    Amen.

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  3. [...] Life Creators Partner With quarterlife With the demise of SuperDeluxe earlier this year, there was one less video company vying to be the king of online comedy. The [...]

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  4. [...] once.” However, he did confirm that while he had completed his Superdeluxe obligations before the site was folded into Adult Swim, he has since delivered a series of 12, 30-second musical pieces for airing on Adult Swim at a some [...]

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  5. Sadness.

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  6. [...] was a crowded space back then, and their distribution model couldn’t support all that talent. By the end of 2008, most of the content was abandoned, save for a few series that were ported over to AdultSwim.com.  [...]

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  7. [...] shut down in 2007. It was actually in the same Santa Monica office space as HBOlab. Turner’s SuperDeluxe closed down and NBC shut its DotComedy as [...]

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  8. [...] shut down in 2007. It was actually in the same Santa Monica office space as HBOlab. Turner’s SuperDeluxe closed down and NBC shut its DotComedy as [...]

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  9. [...] The WB, NBC.com and other current efforts, as well as the many discontinued similar projects: SuperDeluxe, Runawaybox, ThisJustIn and [...]

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  10. [...] comedy hasn’t been kind to television studios looking to break in. Remember Turner’s SuperDeluxe or NBC’s DotComedy? FunnyOrDie and CollegeHumor still run the game, but competition’s always [...]

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