http://yaraon.blog109.fc2.com/blog-entry-5241.html
Producer Yamamoto held a seminar where he confirmed everything that was speculated up to this point. Noitamina has moved away from targeting general audiences to targeting "core" fans, meaning otaku.
The cause for this switch was mainly two-fold. First of, there hasn't been many popular manga or novels recently that would attract general audiences (the oversaturation of the light novel market is mentioned as well). The solution they saw was to make anime originals
The second problem was that the time slot had moved to 12:45 in the morning, meaning they had even more problems capturing casual viewers.
Other relevant info mentioned:
- They're still in negotiation process for titles in 2013.
- Noitamina is looking toward game and toy makers for future production investments.
- They want to maintain the one hour (two-episode) TV block format because they want to do more 2-cour shows.