Turner Broadcasting System Inc. announced that programming downloads of original productions from Adult Swim and NASCAR.COM will be made available beginning Wednesday, Nov. 22, 2006, to Xbox 360 gamers via Xbox Live, the online gaming and entertainment network. Xbox 360 gamers can access Xbox Live Marketplace with a free Xbox Live Silver subscription and a broadband connection.
The new content features such Adult Swim shows as ROBOT CHICKEN, THE VENTURE BROS., AQUA TEEN HUNGER FORCE, SEALAB 2021 and HARVEY BIRDMAN, ATTORNEY AT LAW, in addition to available episodes of RACE REWIND provided by NASCAR.COM. RACE REWIND will provide viewers with 10-minute, condensed versions of past NASCAR NEXTEL Cup Series races, including the Subway 500 at Martinsville Speedway (Oct. 22), the Bank of America 500 at Lowes Motor Speedway (Oct. 14) and the UAW-Ford 500 at Talladega Superspeedway. This deal marks the first time that NASCAR.COM has made download-to-own episodes of Race Rewind available to fans on any platform.
Partnering with Xbox 360 creates an ideal connection between the 18-34 audience and the popular and relevant Adult Swim and NASCAR.COM brands that play an integral role in their entertainment-focused lifestyles. Xbox Live provides a logical way for this audience to consume and enjoy media, said Dennis Quinn, evp of business development for TBS Inc. Xbox Lives strategy fits perfectly with Turner Broadcastings goal of extending our strong and targeted brands and enhancing the consumers viewing experience by reaching them on multiple platforms.
With all the new distribution opportunities available to us, one thing remains key: know your audience, said John Friend, svp of Cartoon Network Enterprises, the global licensing and merchandising division of Cartoon Network and Adult Swim. Our partnership with Microsoft's Xbox 360 is a perfect example. We know that gaming is a sweet spot for our young male viewers, so pairing Adult Swim with Xbox 360 not only makes perfect business sense, it also delivers on our brand promise to give our fans the best, most creative content whenever and wherever they want to access it.
The partnership between Xbox 360 and NASCAR.COM combines two companies committed to providing their audiences with the most cutting edge technology to enrich their digital experience, said Lenny Daniels, svp of Turner Sports New Media.