Georgia State University ScholarWorks @ Georgia State University Communication Dissertations Department of Communication 8-11-2015 The Evolution of Cable Network Branding: Time Warner in the Post-Network Era, 2001-2011 Darcey West Follow this and additional works at: https://scholarworks.gsu.edu/communication_diss Recommended Citation West, Darcey, "The Evolution of Cable Network Branding: Time Warner in the Post-Network Era, 2001-2011." Dissertation, Georgia State University, 2015. https://scholarworks.gsu.edu/communication_diss/62 This Dissertation is brought to you for free and open access by the Department of Communication at ScholarWorks @ Georgia State University. It has been accepted for inclusion in Communication Dissertations by an authorized administrator of ScholarWorks @ Georgia State University. For more information, please contact [email protected]. THE EVOLUTION OF CABLE NETWORK BRANDING: TIME WARNER IN THE POST NETWORK ERA, 2001-2011 by DARCEY WEST Under the direction of Amelia Arsenault, PhD and Alisa Perren, PhD ABSTRACT From 2001 to 2011, there were a number of significant changes, such as increased audience fragmentation and new media technologies, which impacted the television industry and continue to threaten the financial strength and success of cable television networks. The cable television industry employed branding as a major combatant to manage such challenges. Branding is the most important tool in the post-network era, yet networks use it in ways that challenge previously held scholarly assumptions about the cable television industry. Cable television network branding functions in two main ways – one as a performance intended for competitors, distributors, and other key industry players; and two as a means of rationalization, essentially a tool that network executives can wield whenever they want or need to justify a decision, action or behavior. Through interviews with television industry executives, attendance at major industry events and an analysis of trade publications, I examine the branding and promotional strategies of TBS, TNT and HBO. Industrial strategies in the post-network era are fragile and uncertain with regards to technology, partnerships, economics, programming and distribution. Thus, cable networks turn to branding as a mechanism to work through institutional, industrial, economic and technological issues that have been and continue to shift. In this analysis of how and why cable networks use branding, I explore the currently evolving post-network era and television’s future. INDEX WORDS: Television studies, Cable television, Branding, Media industry studies, Cultural studies, Post-network era, Non-linear television, New media THE EVOLUTION OF CABLE NETWORK BRANDING: TIME WARNER IN THE POST NETWORK ERA, 2001-2011 by DARCEY WEST A Dissertation Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Philosophy in the College of Arts and Sciences Georgia State University 2015 Copyright by Darcey West 2015 THE EVOLUTION OF CABLE NETWORK BRANDING: TIME WARNER IN THE POST NETWORK ERA, 2001-2011 by DARCEY WEST Committee Co-Chair: Amelia Arsenault Committee Co-Chair: Alisa Perren Committee: Ted Friedman Kathy Fuller-Seeley Electronic Version Approved: Office of Graduate Studies College of Arts and Sciences Georgia State University August 2015 DEDICATION This dissertation is dedicated to Claude Cain, my grandfather. He was the strongest person I’ve ever known and taught me the most important things in life are to work hard, always tell the truth, love passionately, and serve God. It is also dedicated to my best friend and mother, Claudia Ritchie. All good things in my life are because of you – this dissertation and degree especially. You have always been and continue to be my rock. Thank you. iv ACKNOWLEDGEMENTS To my tireless leader Alisa Perren to whom I will forever be grateful. Thank you for being a teacher, mentor, and warrior for those of us lucky enough to be in your tribe. To Amelia Arsenault for her kindness, guidance, and invaluable feedback. To Kathy Fuller-Seeley for teaching me what to do when a student throws dirty Kleenex at you (nothing), but more importantly, for showing me how not to sweat the small stuff and to teach with embodied joy. To Ted Friedman who challenged me and was a stronger influence on who I am as a scholar and a thinker than he may ever know. To Marian Meyers who always treated me as a person first and student second. I learned so much about teaching from you. Thank you to David Cheshier, Natalie Tindall, and Cynthia Cooper who have been very supportive and helpful on this journey. I would like to thank my family for their love and encouragement. To Terri Myers for always spurring me on to be a teacher and for being a “second mom” to me and great role model. To Jim Myers for making me feel so loved. To Ruth Cain for taking such good care of me, teaching me to be compassionate, and showing me how hard work can pay off. To Barry Ritchie for instilling in me an intellectual curiosity, for always having my back, and for subscribing to HBO. To Regan and Iain who are the most beautiful, generous people – I am so lucky to have you in my life. To Courtney who makes me aspire for some of her fire and strength. To Eric who always supports me and who has showed me that no matter what, you never give up. To Rich and Amy for bring such joy, laughter, and love into our family. To Nancy and Chuck who have loved and supported me unconditionally. To Grandma Betty who is the best of all of us. To Virginia who encouraged my love of reading and taught me to cook. To Malinda who loves and lives passionately. Thank you also to all those in the wonderful family I married into who have become such important parts of my life. You are so special to me. v Thank you to the friends who feel like family. Amy, my sister, thank you for always being there for me, for seeing the best in me, and for being my biggest cheerleader. Amanda, my Snookums and my soulmate, being loved by you is like being warmed by the sun. Matt, my brother, thank you for your friendship and for all the countless times you’ve helped and encouraged me. To Lindsay Giggey whose generosity and friendship filled me up when my well was empty. You’re fun, loving, and the greatest friend. To Lindsay Hogan who supported me. You’re strong, bold, and honest – I want to be more like you. To Alyssa, Erin, and Matt C. who have perfect advice. To Liz who has talked me down from many a ledge and always gets me. To B. Haynes, C. Barkley, and S. Gold – you are my three amigos, and I love being your friend. I have so much more to say about the village that raised me, but not much room. Thank you to the incredibly supportive, encouraging friends who have helped me and inspired me in more ways than you will ever know. You are my cornerstone, and you make my life better by being in it. In alphabetical order because I love you all equally – Brittany, Cathy, Charlotte, Chris, Collin, Courtney B.D., Danny, Elizabeth, Elvis, Ileana, Jenn, Jim P., Joel, Karen, Kim, Kristen H., Lauren, Liz E., Rich K., Sarah, Skye, Stephen, and Wendy. To Katiebug, my constant companion and mascot. To Lauren V., Kristen C., Taylor J., and Taylor L. – you are the reason I want to teach, and you have shown me the magic that is possible. Finally, to Charlie. You are my favorite. This accomplishment is most certainly do in large part to the love, support, and encouragement you gave every step of the way. Thank you for always believing in me and pushing me to do my best. I love our life, and I’m excited for the adventures ahead. I treasure you. “Whatever souls are made of, his and mine are the same.” vi TABLE OF CONTENTS ACKNOWLEDGEMENTS……………………………………………………………………….v LIST OF TABLES………………………………………………………………………………..ix 1 INTRODUCTION………………………………………………………………………...1 1.1 Background……………….…………………………………………………………...4 1.1.1 Evolution of branding…………………………………………………….....5 1.1.2. Broadcast network branding………………………………………………..6 1.1.3 Cable network branding………………………………………………….....8 1.1.4. The evolution of Time Warner, Inc………………………………………..14 1.1.5. Time Warner, Inc………………………………………………………….17 1.1.6. HBO……………………………………………………………………….19 1.1.7. Turner Broadcasting………………………………………………………21 1.2 Interventions in the field……………………………………………………………..22 1.3 Literature review.…………………………………………………………………….26 1.4 Theoretical framework……………………………………………………………….37 1.5 Research questions…………..……………………………………………………….40 1.6 Methods section……………………………………………………………………...41 1.7 Chapter outline……………………………………………………………………….44 2 “WIDERCASTING” THROUGH THE POST-NETWORK ERA WITH TBS AND TNT………………………………………………………………………………………………50 2.1 Factors contributing to widercasting…………………………………………………56 2.2 Branding TBS and TNT……………………………………………………………...63 2.3 Turner originals………………………………………………………………………71 2.4 Late night…………………………………………………………………………….81 2.5 Advertising…………………………………………………………………………..87 3 QUALITY TV AND HBO’S “COALITION AUDIENCES”…………………………..92 3.1 HBO’s version of quality TV………………………………………………………..94 vii 3.2 Questioning the validity of HBO’s quality TV brand……………………………….98 3.3 HBO’s relationship with the media…………………………………………………106 3.4 HBO’s slump period………………………………………………………………..112 3.5 Pursuing “coalition audiences” …………………………………………………….115 3.6 HBO’s ancillary revenue……………………………………………………………125 4 TV NOT QUITE EVERYWHERE: REFRAMING LINEAR BRANDS FOR CONVERGENT PLATFORMS………………………………………………………………..130 4.1 The post-network era and non-linear television……………………………………135 4.2 Different approaches for different types of cable networks………………………..137 4.2.1 Turner Broadcasting – TNT and TBS…………………………………….138 4.2.2. HBO……………………………………………………………………...146 4.3 Multichannel era branding in the post-network world……………………………..153 5 BRANDING WITHOUT BORDERS: EVOLVING ENGAGEMENT PRACTICES IN A NEW MEDIA LANDSCAPE…………………………………………………………………..161 5.1 Key findings and contributions..……………………………………………………161 5.2 Time Warner properties and broader industrial trends in branding…………………………………………..…………………………………………….165 5.3 Recommendations for future research……………………………………………...174 6 BIBLIOGRAPHY………………………………………………………………………180 viii LIST OF TABLES Table 1.1.