What probably sets Warner Bros. Online apart from the other studios' cyber efforts, "is that from day one we've looked at building businesses online, not just self-indulgent promotional sites," said Jim Moloshok, the studio's cyber-guru.
A good case in point is City Web, Warner's ground-breaking plan to build cyber-communities around news and information from local TV stations. The idea was so good it was adopted by CBS, ABC and NBC, which all eventually came up with similar blueprints and were able to keep their affiliates from signing on with City Web.
|Title:||Senior VP-Warner Bros. Online, Burbank, Calif.|
|Age/bio:||48, born in New York; B.A. in psychology, University of Rochester, 1971; M.A. in communications, Newhouse School, Syracuse University, 1972.|
|Director of station promotions for "The Mike Douglas Show," Group W Productions, 1977-81; VP-creative services, Telepictures, 1981-85; VP-marketing and advertising, Lorimar Syndication, 1985-88; senior VP-marketing and advertising, Warner Bros., 1988-present; current post, concurrently, Oct. 1996-.|
City Web is the rare instance where Warner Bros. Online hasn't successfully launched a service. The company has built sites to interact with a number of its successful TV shows, such as "The Rosie O'Donnell Show" and "People's Court.
Mr. Moloshok said the company is also focused on another goal that most of his studio brethren overlook: carriage. "We're on America Online and Active Desktop [part of Microsoft Corp.'s Windows 98]," said Mr. Moloshok, adding, "those are the kinds of things that are going to reap us big rewards moving forward."
Betcha didn't know: Mr. Moloshok was the original poster boy for Unicef. "In another publicity picture for them, I posed as a little hobo next to Eleanor Roosevelt, Jack Haley, who was the scarecrow in the `Wizard of Oz' and the original Captain Kangaroo," Mr. Moloshok said. By the way, if you come across that original Unicef poster, contact Warner Bros. Online--Mr. Moloshok would love a copy.
Copyright June 1998, Crain Communications Inc.