Today everyone wants to be in the content-creation and content-ownership business. Agencies are making movies, marketers are setting up production facilities, and everyday people post their video on YouTube.

With the way that the Internet is structured, broadband television can let every advertiser make their own channel. Just image what the Cialis network could show and without any FCC restrictions! (Would their television channel motto be "Cum and see Alice?") I digress.

So, I read today in Advertising Age (subscription needed) that Warner Bros. is launching a landmark division designed to create "short-form broadband and mobile content for marketers." Translation: advertisers.

This is the most aggressive move yet by a Hollywood studio to get into digital content and partner with advertisers. Aimed at satisfying advertisers' growing thirst for original content and digital platforms, the division, dubbed Studio 2.0, will integrate brands and develop programming specifically for ad sponsorship. And to run the place, they hired an award-winning ad-industry veteran (Rich Rosenthal) who has spent the past decade at Young & Rubicam.

"We've been hearing from advertisers that they want to closely align their messages with entertainment content," said Craig Hunegs, exec VP-Warner Bros. TV Group. "The goal is to create stand-alone content that speaks to the audience. It's not about creating something that looks like a commercial."

Oh, that will make all the difference. Advertising without the video "looking" like a commercial.

News Corp.'s Fox TV Studios also intends to create original content with marketers in mind, aligning with branding guru Peter Arnell in a nonexclusive pact to create content across platforms. And WPP Group's MindShare Entertainment has worked with Walt Disney Co.'s ABC to produce ad-backed, original movies. They have also worked with CBS. You know those movies are mostly for advertiser-controlled product placement.

It's a trend you might as well get used to. Now that I think of it, the changes that YouTube made to their business model will help accelerate this trend. I just may post another article as to exactly why.