TVN Warner Bros. Discovery launches YouTube content strategy

TVN Warner Bros. Discovery is launching a new digital strategy by debuting content specifically designed for YouTube in collaboration with internet creators. The first project under this model is a dating program titled ‘Amorki’, which is scheduled to premiere on a dedicated YouTube channel on Sunday, September 13.

This initiative represents a new partnership model where influencers provide creative concepts and community insights, while TVN Warner Bros. Discovery provides the necessary infrastructure, including production studios, technology, legal support, marketing, and advertiser relations. Maciej Sojka, an advisor for digital and social media strategy at the group, noted that while creators understand their communities well, they often lack the resources to scale their ideas into long-term formats.

The dating show ‘Amorki’ will feature ‘Cupid Trials’—tasks designed to test how participants communicate and cooperate in specific situations. The project is being developed with creative partner Cezary Jóźwik, co-creator of the AbstrachujeTV channel. To further encourage this collaboration, the broadcaster plans to host an open day for internet creators at one of its studios.