Tags, Social Media Sustain Turner TV Brands

Steve-Koonin

TV network tag lines are not brands -- and that's a big deal for Turner Broadcasting entertainment networks in regard to its advertising/marketing partners.

Speaking at MediaPost's Outfront event, Steve Koonin, president of Turner Entertainment Networks, says: "There is a giant difference between a tagline and a brand. One of the acid tests we do for a marketer is -- can they tie with us and not with a specific program?"

Koonin feels that any association with the network for marketers should be on a 24-hour basis. "By building a genre-based network, we are able to build opportunities." In that mode, he adds: "We don't do billboards for advertisers, [such as those that say] 'brought to you by.' "

TNT's "We Know Drama" and TBS's "Very Funny" have been two longtime taglines for their respective networks, and they are needed, says Koonin. He says networks like History or Food describe themselves. But for Turner's networks, it is "alphabet soup."

Unlike many other cable networks, Turner networks program 24 hours a day. "TNT and TBS don't have informercials; you want to be able to promote to people in the late evening and early day [and other dayparts]."

Social media is also crucial to building a fan base: "We use to call it word of mouth." But as far as gaining huge swaths of revenues, Koonin takes a longer view. "The profitability comes from [growing] audiences."

TNT, which in the midst of a growth spurt when it comes to program development, will see the end of its first big successful original show "The Closer." "It will have 106 episodes at the end of its run -- the most scripted episodes in the history of cable." Koonin says "The Closer" was the first big cable scripted show to break through the rankings of the broadcast network -- and that drew notice for advertisers.

TBS is looking to ramp up its comedy efforts -- particularly its original programs -- even as reruns of "Big Bang Theory" have boosted the viewership of the networks. "Reruns are not sexy positioning," he says.

When it comes to late-night comedy on TBS, Koonin says talk show "Conan" continues to do well, justifying the show's recent renewal. "It is very, very profitable," he says -- and now a solid No. 2 in ratings behind Comedy Central's "The Daily Show with Jon Stewart" and "The Colbert Report."

Koonin says the "Conan" performance is good, considering how long the Comedy Central shows have been on the air. "Comedy is incredibly subjective," says Koonin. Soon, Conan O'Brien's production company will be producing shows for the network. O'Brien brings in younger, more valuable viewers, he adds. The average age for "Conan" is 35, which Koonin says is much younger than other late-night shows hosted by David Letterman, Jay Leno or Jimmy Kimmel.

Overall, Koonin believes cable should remain somewhat of a rebel in the TV business: "We believe we are counter punchers."

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