The deal comes as Bin Weevils announced the appointment of former Project Kangaroo interim chief executive Rod Henwood as a non-executive director of the 20-strong company.
From today members of BinWeevils’ ‘Bin Tycoon’ subscription service will be able to watch over 200 hours of on-demand TV content while communicating with their avatar-based friends on the site.
Content from Turner Broadcasting-owned Cartoon Network includes ‘Ben 10’, ‘Chowder’, and ‘The Secret Saturdays’ and programming from Viacom-owned Nickelodeon such as ‘iCarly’ and ‘SpongeBob Squarepants.
Henwood said: "This is going to be the first fusion between social gaming and a video-on-demand proposition. Bin Weevils is a virtual world for children, they can adopt a digital identity and now they can choose a programme to watch.
"While they are watching programmes they share a social interface with other children and can chat and make comments and see which other avatars are present."
Since the sale of the Project Kangaroo assets to the transmission company Arqiva in July 2009, Henwood has run is own digital investment and advisory consultancy, My Luseo, and worked with a number clients in the digital space.
Henwood was chief executive of Project Kangaroo following Ashley Highfield’s move to Microsoft in November 2008. He joined Kangaroo from Channel 4 where he was instrumental in the launch of 4oD.
Prior to joining Channel 4 as new business director in May 2005, Henwood was chief executive of sports specialist Premium TV, the digital rights and broadband company.
Additional programming on Bin Weevils will be provided from distributors such as Target Entertainment, Decode, Millimages and Cake Entertainment with further partners to be announced in due course.
Henwood said content providers will be rewarded based on how many times their programming is viewed.
An in-house team currently sells display advertising on the site, which is similar to the online game Moshi Monsters, and though the video player will not carry pre-roll ads at launch, the option will be explored at a later date.
Bin Weevils currently costs either £4.95 for one month’s membership, or £34.95 for a year’s membership. Henwood said there were no plans to increase the platform’s costs.
The company does not publicise its subscription numbers or make any public targets but Henwood said the website has in the region of half a million unique users every month.
This article was first published on mediaweek.co.uk