Cinemax goes digital

HBO's Cinemax is partnering with Ripe Digital Entertainment to "bring shortform content from the channel online with a focus on driving subscriptions," according to the Hollywood Reporter.

This marks the first time Cinemax content will appear online beyond its own website. The channel aspires to reach a "tech-savvy young-male audience" and encourage them to sign-up with Cinemax via links back to Cinemax.com.

Meanwhile, Ripe TV will launch a new online channel called Max Effect, showcasing short form Cinemax content from such shows like Sin City Diaries, 60 Seconds With…, and Max Final Cut.

Other Ripe channels include Playboy Dating, Backpackers, and Stuff 4 Dudes. The company recently agreed to provide content on Joost.