I’ve spent some time with Warner Bros’ new content site, TheWB.com (currently in private beta). So far, it appears to be a fairly competent cookie-cutter site delivering the network’s programming over the web on demand. That’s not a bad thing, but it does make me wonder why a long private beta is necessary. After all, the technology being used is also being used by just about every other tv network, not to mention countless video sharing sites.

Of course, it’s the content that matters. And the lineup on TheWB is pretty good, with Friends, Gilmore Girls, The OC, Smallville and Buffy the Vampire Slayer all available for viewing. There will also be some original programming, although it will have to be pretty compelling to compete with Ross and Rachel. The only original program currently available is called “Sorority 4 Ever”. I didn’t watch it.

Other aspects of the site are just silly — like the WBlernder that lets you edit clips of shows, and the oddly co-branded games (Buffy Crossbow Attack?).

Limited social features are available — sharing clips via email or embedding, a pretty weak comments system, and some integration with Facebook. I was surprised to find that chat and forum features were missing. I would expect TheWB.com to try to leverage the rabid fan bases shows like Friends and Buffy have by building interactive communities around each show. Forums seem rather Web 1.0 when compared to Facebook and Twitter, but they are still a great way to build an active community that can keep users on site for long periods of time.

Overall, TheWB.com does what it does — streaming old episodes of some great shows — competently. Just don’t expect any extras. Of course, changes are likely before the site comes out of beta.

You can request an invite to the private beta here.