Another multi-channel network has found a home within a big, traditional-media company. Film studio Warner Bros is taking full control of Machinima in a deal that reportedly values the latter company at just under $100m. Warner Bros was already one of the key investors in Machinima, which started as an MCN gathering gaming-based content (and the animated stories using game engines that gave the company its name) before broadening out. Machinima claims to reach nearly 150 million viewers a month with its network of shows and video creators. Is $100m a good price for the company? It would have been hoping for more a couple of years ago, when Disney agreed to pay up to $950m including performance bonuses for (admittedly bigger) rival MCN Maker Studios. Since then, though, the buzz around the MCNs world has settled down into a more realistic assessment of the economics of these companies: scrapping for online advertising revenue while investing more heavily in their content.