For TNT, a big push on original series

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Cable
For TNT, a big push on original series
By Kevin Downey
May 9, 2008 - 8:33:39 AM

With cable upfront presentations continuing this month, Media Life will carry a series of network profiles with information important to media buyers and planners heading into negotiations. This is the 16th in the series. Previous articles can be found in the Cable Department.

In “The Closer,” TNT has a huge hit, and what makes it all the more impressive is that it's only the network's second original series.

But as on broadcast, for every hit there are a slew of original series that don't click, and TNT has had its misses, “Witchblade” in 2001, which stumbled, and the hospital drama “Heartland,” which was axed last summer. It’s only had modest success with the returning “Saving Grace."

TNT's challenge is creating the next "Closer," and heading into this year's upfront market it's taking a different tactic, rolling out not one new show, or two, but a whole handful, five or more.

If that makes the top-rated cable network seem even more like a broadcast network, that's very much by design. More and more, TNT is positioning itself to media buyers as not just an alternative to broadcast but a direct rival.

“The broadcast networks are our competition,” says Steve Koonin, president of Turner Entertainment Networks. “We believe we’re a great substitute for advertisers. Broadcast has value, but it’s not the only game in town.”

And in one important way TNT has a big advantage over broadcast. It has far less at stake if its new series stumble. The network has grown organically, and at a healthy clip over the past years, with the ongoing shift of viewing from broadcast to cable and on the power of reruns of such former network hits as "Law & Order.”

It can stumble, get up, and do it again, and all that gives it tremendous creative license.

The network’s identity
TNT branded itself a network for dramas in 2001, and that set the stage for virtually every other top-rated cable network to follow with brandings of their own. That's helped media buyers and viewers better understand what they’re getting.

It has worked well for TNT. Though its brand is muddied a bit with sports like NBA basketball, they've helped boost its ratings.

The network’s target audience
TNT is mass-reach network that targets 18-49s and 25-54s, although it leans toward the latter. The median age of its audience is 45 years old.

The network’s ratings
TNT is solid.

It was No. 2 among cable networks and No. 8 among all networks in first quarter with 2.1 million viewers, trailing only the five broadcast networks, Univision and USA. It was up 5 percent over first quarter 2007.

It ranked No. 2 among cable networks in 25-54s, up 9 percent, and it was No. 3 in 18-49s, up 11 percent.

The network’s competitive set
TNT competes with top-rated cable networks, including USA and smaller networks like A&E, FX, Sci Fi, Lifetime and AMC.

But it’s also increasingly positioning itself as comparable to broadcast networks, a point it’s underscoring by holding its upfront presentation to media buyers the same week as the networks.

What’s new for 2008/09
TNT is bringing back two original dramas this July: “Closer” and the second season of “Saving Grace” with Holly Hunter.

It has other originals coming. The legal drama “Raising the Bar” from Steven Bochco premieres this fall, and the action drama “Leverage” with Timothy Hutton debuts in the winter. “Truth in Advertising,” about ad executives starring “Will & Grace’s” Eric McCormack, is in the works for next year.

TNT will announce other new shows at its upfront presentation but has no plans to air miniseries like last year’s “Company.”

“Viewers have so many options, so it’s really important for all networks to try to develop original series,” says Susan McClellan, senior national broadcast buying strategist at Empower MediaMarketing. “I haven’t seen TNT’s pilots, but based on clips the shows they have in development look good.”

The network’s upfront outlook
On a scale of 1 to 5, with 5 being excellent: 4.5.

TNT is a top-rated network that’s comparable in size to CW among the broadcast networks. Coupled with the fact that it’s growing at a healthy clip, TNT is almost guaranteed to do well in the upfront ad market.

A LOOK AT TNT Launched in 1988 (rebranded in 2001)
Parent Company	Turner Broadcasting
No. of subscribers	96 million
Median viewer age	45 years old
Average primetime viewers	2,112,000
Average total-day viewers	1,250,000
Avg. primetime 25-54 viewers	1,029,000
Avg. total-day 25-54 viewers	640,000
Target audience	Adults 18-49, Adults 25-54
Main Competitors	TNT competes with broadcast networks and other top-rated cable networks, particularly those airing dramas, including USA, FX, A&E, Sci Fi, Lifetime and AMC.
Upfront presentation	May 14 in New York
Source: Nielsen Media Research, 1^{st Qtr. 2008}

^{Links to past upfront stories:

A&E

^{Nick at Nite}

^{^Discovery

^{Animal Planet}

^{Food Network}

^Spike

^Lifetime

^USA

^G4

^HGTV

^DIY

^Hallmark

^truTV

^FX

^AMC}}

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