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126 the MARKET with Over 200 Channels in the Current Television THE MARKET Drama lovers prefer one-hour drama series, series and movies than any other basic or pre- With over 200 channels in the current television dramatic movies, and championship sports over mium cable network. The focus on drama has led universe, viewers have more choice than ever. As other viewing choices; this group is mainly com- TNT to become basic cable’s number-one net- a result, television networks must define their posed of college-educated, higher-income adults work in delivery of adults 18–49 and 25–54 in brands to let viewers know what to expect as they who are married, have families, and live in large prime time for 2002. TNT has also become the navigate this vast universe of choice. In 2001, TNT cities and suburbs. TNT is building a home for number-one basic cable entertainment network in left behind its “general entertainment” identity to drama lovers, as conveyed in its tag line/mission delivery of key upscale demos for adults 18–49 become the first and only network dedicated to statement: “We Know Drama.” including professional/managerial, living in “A” drama. TNT is creating a home for a core group counties, household incomes of $75K+, and 4+ of viewers: drama lovers, who are drawn to tele- ACHIEVEMENTS years of college. vision that engages their hearts and minds and TNT has become cable’s number-one destination TNT’s focus on satisfying drama lovers has rewards them with a whole range of emotions. for drama, accounting for more viewing of drama led the network to unprecedented success as a movie creator and presenter. The all-weekend- long movie strategy has not only created a highly rated movie destination, it has established a launch- ingpad for TNT’s successful run of original film dramas. TNT Originals such as The Mists of Avalon, James Dean, Crossfire Trail, and Door to Door have generated record-breaking ratings (often out- drawing broadcast network competition) and a track record in Emmy, Golden Globe, and SAG Award honors that leads the basic cable category. HISTORY Created by Ted Turner, TNT launched in 1988 as Turner’s challenge to the broadcast networks. Just two years later, TNT was in more than 50 million cable homes, making it the fastest-growing cable network in industry history. In the early days, TNT was known for quality and variety with a strong library including MGM classic movies and Hanna-Barbera cartoons. As the network grew, TNT presented professional sports like the NFL and the NBA. Production of original movies became a centerpiece of programming, earning big ratings and critical acclaim. Throughout the 1990s, TNT consistently delivered some of cable’s highest ratings and gar- nered numerous honors including Primetime Emmys as well as Screen Actors Guild and Golden Globe awards. In 2001, to further differentiate itself from the competition, TNT officially unveiled its new positioning as the first and only network dedicated to drama. THE PRODUCT Living up to the promise that “We Know Drama,” TNT has assembled a first-rate lineup of dramatic series, blockbuster theatrical movies, and cham- pionship sports, and TNT continues to create powerful original films and drama series. In its mission to meet the needs of drama lovers, TNT invests in original dramas with top tal- ent and production values. Major Hollywood film- makers and actors continue to make original films for TNT, with upcoming productions including the 126 TNT is also committed to champion- cant collaboration between a national television ship sports as live dramatic programming, network and a national advertiser. led by its exclusive coverage of two sports TNT’s Web site, www.tnt.tv, is building a known for intense drama: NASCAR and community called The Drama Lounge for drama the NBA. In a landmark six-year deal with lovers to share their enthusiasm for specific pro- the NBA beginning in the 2002/2003 sea- grams and drama in general via entertaining and son, TNT’s exclusive NBA coverage interactive features and applications. includes 52 regular-season games and approximately 45 NBA playoff games. TNT is also proud to have exclusive coverage of the NBAAll- Star Game as well as the entire NBA All-Star weekend of events. sweeping Western Monte Walsh (starring Tom Selleck and Isabella Rossellini, from the director of Lonesome Dove), Simon Wincer, the thriller Second Nature (exec- utive produced by and starring Alec Baldwin), and the multipart epic Julius Caesar (with an all-star cast that includes Chris Noth). PROMOTION TNT is the drama lovers’weekend des- In addition to a new on-air look, logo, and tagline, tination for movies. Friday nights on TNT TNT introduced an advertising campaign as a are home to blockbuster theatricals like The vital part of its branding initiative. TNT’s “Drama Perfect Storm, Gone in 60 Seconds, Erin Is…” image campaign features dramatists includ- Brockovich, and Proof of Life. Saturday ing Whoopi Goldberg, Ashley Judd, Tom Selleck, nights are dedicated to the “New Classics,” featur- NASCAR is the ultimate professional sport to pay Dennis Hopper, Patrick Stewart, Martin Short, ing a lineup of Hollywood’s most memorable films off TNT’s promise of delivering 100 percent dra- Allison Janney, Richard Schiff, Joan Allen, including Backdraft, The Mummy, matic entertainment. From July to November, Martin Scorcese, William H. Macy, Dennis Franz, Jerry Maguire, and The Matrix. TNT is the exclusive cable home for live Noah Wyle, and Sam Waterston offering their per- Dramatic series are a corner- NASCAR Winston Cup and Busch sonal insights and anecdotes about drama. TNT stone of programming for drama Series racing. extended this campaign to include special pro- lovers. Weekdays, TNT is the motional spots that put a focus on major studio home for Primetime in the RECENT releases. The spots demonstrate TNT’s apprecia- Daytime — a stellar daytime DEVELOPMENTS tion for movies and for drama by showing audi- lineup of television’s best dra- In October 2002, TNT ences what’s new from Hollywood. So far, matic series, including ER, announced that it will “Drama Is…” spots have been created for major Law & Order, NYPD Blue, develop a diverse lineup studio releases with stars including Meg Ryan, and The X-Files. By combin- of dramatic original films Denzel Washington, Harrison Ford, Cameron ing all these favorite dramas as part of the network’s Diaz, Catherine Zeta-Jones, Renee Zellweger, and together in one exciting $300 million investment Richard Gere. daypart, TNT gives view- in original programming. ers more of the top-rated This new development BRAND VALUES dramatic series they love slate complements TNT’s TNT promises to engage the hearts and minds of and want to watch. commitment to drama while viewers with dramatic programming that offers a bringing viewers entertain- powerful combination of compelling stories and ing, quality original movies interesting characters, mixed with excitement, from some of the top flim- action, suspense, romance, and humor. makers in the business. TNT’s new slate includes adaptations of Night Over Water, the number- one national bestseller by author Ken Follett, and THINGS YOU DIDN’T KNOW ABOUT Pleading Guilty, based on Scott Turow’s number- TNT one best-selling novel. Academy Award®– nominated and Emmy® Award–winning writer ❍ TNT’s weekday daytime drama lineup, Neil Simon will write and executive produce a which includes Law & Order, NYPD Blue, contemporary turn on his beloved piece The ER, and The X-Files, boasts a combined 60 Goodbye Girl. Also in development are Where Is Emmy® wins. the Mango Princess?, starring Emmy®-winning ❍ actress Julianna Marguiles; I, Jesse James, execu- The “Drama Is…” image campaign is com- pletely unscripted. The actors share candid, tive produced by John Woo; and SWAT, a Jan de extemporaneous insights about drama. Bont action-adventure movie. TNT has blazed new trails in how a television ❍ TNT Originals have earned a combined 128 network can share its brand landscape with spon- Primetime Emmy nominations; in 2002, sors. In April 2002, TNT and Johnson & Johnson TNT earned 23 nominations, the most ever announced a multiyear collaboration for the devel- for a basic cable network in one year. opment and production of original films, a signifi- 127.
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