As well as sourcing deals with "TV networks around the globe", Rovio has announced its forthcoming Angry Birds cartoon series is to be distributed from within its mobile games.
A new Angry Birds Toons channel is to be added to Rovio's smartphone and tablet line up from the weekend beginning 16 March, allowing fans to watch the series from within Angry Birds games.
Brand power
"Weve long wanted to tell our fans the story of the Angry Birds and the Bad Piggies, to introduce their personalities and their world in detail." said Rovio CEO Mikael Hed.
"Were delighted to introduce all this through our new channel, with easy and instant access to the stories in the palm of your hand."
It's an interesting approach that highlights the strength of the Angry Birds brand.
Rather than being used to drive downloads to Rovio's games, the Angry Birds cartoon series will instead reinforce the relationship it enjoys with its existing and sizable consumer base.
"With over 1.7 billion downloads, we can reach a far wider and more engaged global audience than traditional distribution would allow," added Hed.
"Launching the channel, and partnering up with some of the best video-on-demand providers and TV networks, is an important milestone for us on our journey towards becoming a fully fledged entertainment powerhouse."
A big deal
A total of 52 episodes have been commissioned, with Rovio planning to launch one a week across the new Angry Birds Toons channel itself supported by Activision, Paramount Pictures, BlackBerry, and Sony Pictures.
Third party distribution deals have also been signed to in Rovio's words - "drive even great local engagement."
As a result, Comcast's video platforms in the US and Samsung's Smart TVs will play host to the series, followed by Roku set top boxes and other unannounced platforms.
Finally, deals with an assortment of television networks compliment Rovio's wider approach, bringing weekly episodes to channels in Australia, South Korea, Indonesia, India, Finland, Israel, Ukraine, France, Germany, Norway, Chile and Brazil.
No US or UK channels have as of yet been cited.
[source: Rovio]
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With a fine eye for detail, Keith Andrew is fuelled by strong coffee, Kylie Minogue and the shapely curve of a san serif font.
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