So what if the effort of sister company Time Inc to target the youth male market through Office Pirates didn’t work...Time Warner-owned Turner Broadcasting is going to have another go at it: it will launch a new multiplatform brand called “Super Deluxe” in January, boasting original shortform videos laced with edgy humor from professional comics and ambitious amateurs alike, reports HR. The free, advertiser-supported venture will target men 18-34 with a mix of live-action and animated material that won’t skimp on profanity and toilet humor, the story says.
Overseeing Super Deluxe is Drew Reifenberger, the new brand’s senior VP and GM…previously he was executive VP of Turner Sports Interactive. Reifenberger is heading content acquisition and reaching out to Hollywood’s creative community in search of content from them. Although budgets for multiminute clips aren’t expected to be as generous as what they could get from longform programming, Turner is expecting the creative freedom of Super Deluxe to attract significant interest.