LOS ANGELES — Digital show producer My Damn Channel is getting a piece of the action when it comes to Web-to-TV crossover show "Childrens' Hospital" that launched just last week on Cartoon Network's Adult Swim, My Damn Channel told Beet.TV at the NATPE LA TV Fest during an interview.

My Damn Channel is creating promotional content and original material for the Adult Swim show and that material runs online on MyDamnChannel.com, said Rob Barnett, founder and CEO of My Damn Channel. The success of "Childrens' Hospital" on air will be closely watched as a barometer of crossover potential. The show originated as a digital series on TheWB.com and was then called up to cable.

Barnett also said his company is now inking seven-figure deals with major advertisers. Brands on the My Damn Channel roster have included HBO, Southern Comfort and Ikea.

Daisy Whitney