TNT Focuses On New Drama, Brand Push

TNT’s new prime-time programming -- heavy on drama -- will get some marketing help with a new brand effort.

The new tagline and logo is: “TNT Drama. Boom.” It was creative to affix the network with dramas when story lines take an unexpected turn. Turner calls it the “aha” moment -- the moment of surprise and climax.

The new on-air effort will kick off May 19, coinciding with TNT's coverage of the NBA Western Conference Finals.
“Boom” replaces “We Know Drama” -- something the network has used for over a decade. TNT’s new effort looks to target more younger and male viewers. In the first quarter of 2014 TNT was down 2% to 1.86 million average prime-time viewers versus the same period in 2013.

Michael Wright, president, head of programming for TNT, TBS and Turner Classic Movies, stated: "All of it is meant to work together to deliver a clear promise to the audience: If you're in the mood for drama that thrills, turn to TNT."

The announcement came during Turner’s upfront presentation to advertisers on Wednesday.

For TV advertisers of TNT, Turner recently combined its TV, digital and mobile sales teams, aligning its media sales across its TV and digital platforms. In addition, it offers marketers new measurement and analytic tools known as NOW Media.

"The integration of television, online and mobile content is accelerating, and with that, we are all moving quickly to evolve our advertising strategies,” stated Donna Speciale, president of Turner Broadcasting Advertising Sales.

As part of its new development, TNT currently has 14 original series for the rest of 2014, including five new scripted and two new unscripted series. Two shows are greenlit for 2015 and another seven are in development.

TNT will roll out three new dramas this summer: sci-fi/fantasy “The Last Ship,” crime drama “Murder in the First” and spy thriller “Legends.” This winter will be “The Librarians” and next year, supernatural drama “Proof” and crime drama “Public Morals.”



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