DreamWorks Animation launches family-oriented YouTube Channel

DreamWorks Animation, the studio behind “Shrek,” “Kung Fu Panda” and “Madagascar” movie franchises, has launched a family-oriented channel targeting the Internet generation.

The Glendale-based company this morning debuted DreamWorksTV on YouTube. The channel will include original animated and live-action short-form programming.

The channel will be operated by the same team that produces AwesomenessTV, the fast-growing network for teens that DreamWorks acquired a year ago in a deal valued at up to $117 million.

The launch of DreamWorksTV marks a further effort by the Glendale-based company to expand its business beyond the big screen and find new ways to market its Hollywood content to younger audiences who are consuming entertainment on multiple platforms.

The channel will feature familiar characters such as Shrek, Puss in Boots and Po, but most of the programming will consist of new characters aimed at the Internet generation.

The series highlights include family-friendly versions of reality TV called “Prank My Parents” and “Record Setter Kids,” original animated Web series from top creators called “Jimmy Blue Shorts,” “Gorillaville” and “Report Card,” as well as characters from the Classic Media Library DreamWorks acquired in 2012 for $155 million.

Richie Rich, an original scripted series based on the comic book character, will also make its debut this summer.

The ambitious effort will be overseen by AwesomenessTV founder Brian Robbins with a team assembled for DreamWorksTV.

“We’re tapping into the invaluable knowledge that Brian has amassed from his success with AwesomenessTV to create a unique, short-form, laugh-out-loud mobile experience for families,” DreamWorks Animation Chief Executive Jeffrey Katzenberg said in a statement. “This is a huge opportunity for the DreamWorks brand.”

Twitter: @rverrier