Turner Turns on the Talent
May 14, 2008 10:48 AM
Turner Broadcasting brought star power to the stage as it invaded the broadcast networks’ upfront week.
Unlike ABC, which Tuesday night presented its programming and scheduling plans without having talent on hand (the funny Jimmy Kimmel being the exception), Turner had Kyra Sedgwick, Holly Hunter, Timothy Hutton, Mark-Paul Gosselaar, Jane Kaczmarek, Gloria Reuben, Eric McCormack, Tom Cavanagh and others on stage to deliver the patter ad buyers are used to hearing from the broadcasters.
Steve Koonin, president of Turner Entertainment Network, said there was no longer a big gap between the programming on broadcast and the programming on cable.
For example, he pointed to one network’s shows that feature a man in a unitard hitting people with a baton and a talking car named Kitt. The other network’s shows feature an award-wining actress and another with a Golden Globe-winning actress in the lead.
Five years ago, the cable network would have been the one with the less expensive shows, Mr. Koonin said. Today, those shows are on NBC (“American Gladiators” and “Knight Rider”) and TNT (“Saving Grace” and “The Closer”), respectively.
“Top talent is coming to our brands,” Mr. Koonin said.
Chris Boothe, president for activation at media buyer Starcom, said Turner’s presentation fit in with the broadcast pitches this week.
“They had big stars and quality programming,” Mr. Boothe said. “I thought they did a good job.”
Turner ad sales execs talked about their efforts at building sponsorships, custom integrations and product placement into ad deals.
The also discussed their new initiative called TVinContext, which puts a sponsor’s ad next to relevant content.
David Levy, president of Turner ad sales, said the contextual ad program had already been discussed with some media-buying agencies and was proving to be a hot item.
Mr. Levy said he was ready to do business, even before the broadcast networks.
Asked if Turner would make its presentation during the broadcast upfront week again next year, he replied “Absolutely.”
At the upfront, Mr. Koonin reiterated that Turner’s plan was to go from having about 20% original programming on TNT today, to having 80% originals by 2010, including three nights of original dramas.
To get there, TNT said that in addition to scripted shows, it was turning to unscripted programs, and has ordered episodes of “Wedding Day” from DreamWorks and Mark Burnett. The show features one couple, nominated by friends and family, who get help transforming their big day into the wedding of their dreams.
Turner’s comedy network said it’s renewing its series “10 Items or Less” and was ordering 26 episodes of “Tyler Perry’s House of Payne” in addition to the original 100.
TBS also said it has three new scripted comedy series in development, including one with Russell Simmons as executive producer. The network also is working on late-night shows. Three are in development, including one from Bunim/Murray that takes middle-aged men back to their fraternity days, and a sketch show from Jamie Fox.
— Jon Lafayette
Unlike ABC, which Tuesday night presented its programming and scheduling plans without having talent on hand (the funny Jimmy Kimmel being the exception), Turner had Kyra Sedgwick, Holly Hunter, Timothy Hutton, Mark-Paul Gosselaar, Jane Kaczmarek, Gloria Reuben, Eric McCormack, Tom Cavanagh and others on stage to deliver the patter ad buyers are used to hearing from the broadcasters.
Steve Koonin, president of Turner Entertainment Network, said there was no longer a big gap between the programming on broadcast and the programming on cable.
For example, he pointed to one network’s shows that feature a man in a unitard hitting people with a baton and a talking car named Kitt. The other network’s shows feature an award-wining actress and another with a Golden Globe-winning actress in the lead.
Five years ago, the cable network would have been the one with the less expensive shows, Mr. Koonin said. Today, those shows are on NBC (“American Gladiators” and “Knight Rider”) and TNT (“Saving Grace” and “The Closer”), respectively.
“Top talent is coming to our brands,” Mr. Koonin said.
Chris Boothe, president for activation at media buyer Starcom, said Turner’s presentation fit in with the broadcast pitches this week.
“They had big stars and quality programming,” Mr. Boothe said. “I thought they did a good job.”
Turner ad sales execs talked about their efforts at building sponsorships, custom integrations and product placement into ad deals.
The also discussed their new initiative called TVinContext, which puts a sponsor’s ad next to relevant content.
David Levy, president of Turner ad sales, said the contextual ad program had already been discussed with some media-buying agencies and was proving to be a hot item.
Mr. Levy said he was ready to do business, even before the broadcast networks.
Asked if Turner would make its presentation during the broadcast upfront week again next year, he replied “Absolutely.”
At the upfront, Mr. Koonin reiterated that Turner’s plan was to go from having about 20% original programming on TNT today, to having 80% originals by 2010, including three nights of original dramas.
To get there, TNT said that in addition to scripted shows, it was turning to unscripted programs, and has ordered episodes of “Wedding Day” from DreamWorks and Mark Burnett. The show features one couple, nominated by friends and family, who get help transforming their big day into the wedding of their dreams.
Turner’s comedy network said it’s renewing its series “10 Items or Less” and was ordering 26 episodes of “Tyler Perry’s House of Payne” in addition to the original 100.
TBS also said it has three new scripted comedy series in development, including one with Russell Simmons as executive producer. The network also is working on late-night shows. Three are in development, including one from Bunim/Murray that takes middle-aged men back to their fraternity days, and a sketch show from Jamie Fox.
— Jon Lafayette
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