TNT is joining cable's broadband brigade, spinning off an ad-supported online programming pipeline called Dramavision.
It will launch August 15 with all six episodes of Into the West along with behind-the-scenes content. The limited series earned 16 Emmy nominations this year, more than any other program.
Also coming to Dramavision is TNT's library of original movies, including Crossfire Trail; tie-in content for annual specials including the Screen Actors Guild Awards; original "webisodes" created with Turner Broadcasting sibling Court TV that investigate crimes that inspired episodes of Law & Order; and a fan forum themed to the veteran crime drama.
TNT is the latest cable network to launch a broadband presence as advertisers take greater interest in spending their dollars online. Among the many brands currently in the space is Comedy Central, Sci Fi Channel, and HGTV.
TNT is soon expected to name sponsors for Dramavision, which will use banner ads and pre- and post-roll video spots as advertisements.