Will Time Warner’s Turner Consolidate Its Key Network Brands?



Turner TNT programming is still on a high

Time Warner (TWX) currently has ten television network brands under Turner. Three of them are among the top ten, and four are among the top 20. Last month, Multichannel News reported that Time Warner’s (TWX) Turner TNT had the highest viewership in the week of April 17–23, 2017, with a viewership of 2.9 million. Citing Nielsen data, the report also stated that Turner’s TNT was the number-one choice for both prime time programming and on a 24-hour basis among adults aged 18–49.

The rise in viewership for TNT was likely the result of the television network’s broadcast of the NBA (National Basketball Association) playoffs.

Considering the high program ratings for Turner’s TNT, Time Warner was asked at its fiscal 1Q17 earnings call about whether it planned to increasingly focus on key network brands for its Turner business.

However, considering the high program ratings for Turner’s networks, Time Warner doesn’t feel the need to consolidate its network brands with Turner. It also expects its rebranding of TNT to be successful and result in high program ratings, drawing in viewers across all demographics.

Article continues below advertisement

Time Warner’s programming strategy

Time Warner is producing television content, which offers it flexibility in terms of type of content. That includes short-form content, local-language content in international territories, and scripted content that appeals to all demographics.

According to Time Warner, given the surge in mobile usage to watch videos, short-form content could become more popular.


More From Market Realist