The Bunny recently announced the creation of a new production unit – titled Den of Thieves – to develop original programming for network TV, cable, DVD, broadband and just about anything capable of hosting moving pictures.

It’s all about promo as WMG explores new ways to get the word out about its artists. Den of Thieves will be based in Los Angeles and work closely with its record labels. In an attempt to broaden the content created by WMG, the unit will also pursue original programming and opportunities beyond its artist roster.

Two music industry vets head up Den of Thieves – Jesse Ignjatovic and Evan Prager.

Ignjatovic has plenty of music video years under his belt, including 15 years at MTV where he co-created, produced and developed original programming like “Meet The Barkers,” “Diary,” “mtvICON,” “Life & Rhymes Of . . .” and “Dancelife.” And if that wasn’t enough, Ignjatovic was recently named executive producer of the 2007 MTV Video Music Awards.

Prager brings 13 years of major label experience with him. His last gig was at Island Def Jam Music Group, where he was vice president of video promotion.

“Identifying new creative outlets for our artists has been a key part of the Warner Bros. strategy,” said Warner Bros. Records chairman and CEO Tom Whalley. “We’re excited about working with Jesse and Evan and look forward to collaborating with them on high-quality music-based programming in the television, online and mobile spaces.”

Warner announced its Den of Thieves project one day before the company posted a wider quarterly loss and said it would cut about 400 jobs in order to increase its digital distribution efforts. Considering that the label reported a fiscal second-quarter net loss of $27 million, it would seem that Messrs. Ignjatovic and Prager have their work cut out for them.