DreamWorks Animation is working with AwesomenessTV chief Brian Robbins to turn the YouTube entertainment network into three distinct platforms over the next six to nine months.

New versions in the works are AwesomenessX, aimed at males in their teens and 20s, and AwesomenessKids for an even younger demographic either in the fourth quarter or the first three months of 2014, that could feature DreamWorks Animation characters along with its original programming. The original version of AwesomenessTV will also be expanded to feature new shorts.

"We see it first and foremost as an original content play for Brian," DreamWorks Animation CEO Jeffrey Katzenberg told Variety. "He is in the short form content business."

During a conference call with analysts and Wall Street on Wednesday to discuss second quarter earnings, DreamWorks Animation said it has already generated $3 million from the licensing of AwesomenessTV content.

In addition to licensing programming to other websites, Netflix and foreign platforms, Nickelodeon currently airs a half-hour comedy series that features YoUTube clips alongside fresh content that "Victorous'" Daniela Monet hosts. Kids cable channel has ordered 13 episodes of the show.

SEE ALSO: Inside the Deal: How DreamWorks Animation Snagged AwesomenessTV

DreamWorks Animation purchased AwesomenessTV for $33 million at the end of April. It sees the online network of YouTube channels as a way to promote its films and TV shows, while also becoming a significant source of revenue for the company from online advertising and the distribution of original content.



During the second quarter, AwesomenessTV's subscriptions rose from 14 million to 23 million, while views went from 800 million to 1.2 billion, compared to the same frame a year ago.


© 2013 Variety Media, LLC, a subsidiary of Penske Business Media; Distributed by Tribune Content Agency, LLC