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Warner Bros. TV Hopes To Strike Online Lightning Twice With

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Two years after the launch of successful gossip site, Warner Bros. Television Group (WBTVG) hopes its latest entry in a crowded field can follow suit:, a combo online destination and cross-platform ad network “for thinking moms who don’t have time to think” and the advertisers who want to reach them.

It’s a Time Warner (NYSE: TWX) production all around, created by fellow WB unit Telepictures Productions and tied into AOL’s (Unlike TMZ, isn’t part of this venture.) One exception: the ad network is powered by Adify, the start-up with funding from the GE-NBCU Peacock Equity Fund.

I talked with Brett Bouttier, SVP-digital for WBTVG, and Lisa Hackner, EVP-creative affairs, Telepictures, as they prepared for the beta version to go public. The idea behind the site: blend Telepictures’s experience producing syndicated talk shows aimed at women (The Ellen DeGeneres Show, The Tyra Banks Show), WBTVG’s digital media mission and the lessons learned from launching TMZ. Bouttier: “Our goal is not to do TV online; our goal is to program specifically to the medium.” That said, the site has plenty of video and could carry WBTVG shows at some point.

What makes this different from all the other mom sites? Hackner says her experience programming as a mom led to a site for moms that’s not supposed to be a “parenting” site or another vertical. Bouttier calls it a “horizontal.” Instead, they’re trying for a one-stop shop that draws busy women who can get much of what they need in one place or be linked to wherever it is. The biggest competition isn’t other sites, they insist; it’s life.

Why another ad network? Glam just announced a network with Lifetime today. Because it meshes their ability to build brands with the performance online media provides and the ability to make money from the result, explains Bouttier. Inventory will be managed by WBTVG’s Digital Media Sales group. Unilever is the lead launch sponsor with a deal that includes contextual integration within the site and marketing support from Unilever