Turner announced the launch of a new studio that will be focused on creating branded content for TBS, TNT TruTV and Adult Swim, Variety reports.

“Turner has named Greg T. Gordon as the vice president and creative director of Turner Ignite Studios, the latest operation at Turner devoted to developing so-called ‘branded content,’ or advertising made to emulate the programming and intellectual property that draws fans to the company’s cable networks in the first place,” Variety reports. “Turner already operates similar studios devoted to CNN and its Turner Sports division. Jennifer Cohen, senior vice president of content partnerships for Turner Ignite, will oversee the new studio.”

Variety adds: “The move comes as Madison Avenue shows increased interest in video advertising that echoes the programs and images to which viewers are attracted and less in the sort of ‘interruptive’ commercial breaks that have long been served up as the normal accompaniment to TV programming.”