The Importance of Fans
President of Turner
David levy
WATCH NOW
Content-consumption habits have changed drastically over the past five years — maybe even the past five minutes. And in this fragmented, ever-changing landscape, David Levy says you have to look at it through the lens of the fan. The industry is witnessing more personalization of content, and if you’re not reaching fans with a rich content experience on every screen they own, you need to rethink your approach. So that’s exactly what Turner has done.
Multiplatform by Design
Cartoon Network, Adult Swim, and Boomerang
President,
Christina miller
WATCH NOW
The evolution from a linear network to an immersive digital provider involves more than just setting up some social accounts and streaming your shows online. For Christina Miller, president of Cartoon Network and Adult Swim, it’s a total consumption play, including everything from apps and games to VOD content and event activations. And the benefit of multiple touch points is the many places for audiences — especially younger ones — to evangelize for you.
Go Where the Audience Is
President of CNN Worldwide
jeff zucker
WATCH NOW
There’s an argument to be made that sitting down in your favorite chair and watching TV on a 55-inch screen is the best way to watch the news. But it’s a losing one. The digital generation has spoken, and they want their news from websites, social media, mobile apps, and other digital outlets. CNN knows that delighting its audience means meeting them on the platforms they're already using — not forcing them to come to you.
The Power of Premium Content
President of Turner Ad Sales
Donna speciale
WATCH NOW
If social-media algorithms have taught us anything, it's that there's a big difference between having traffic and having a fanbase. Loyal fanbases are built by investing in talent and resources to create compelling shows, apps, games, and social content. And the payoff is worth it: Advertisers can trust in the transparency and integrity of Turner’s entire portfolio, whether that is on-air, on demand, or in the experience.
Limited Commercial Interruption
President of truTV
Chris linn
WATCH NOW
The way viewers consume content is changing and audience expectations have evolved. Recognizing the need to change to stay competitive, in 2015 truTV decided to reduce its ad load from nearly 19 minutes an hour to just 11. Why? Because fewer ads not only create a less cluttered and more premium environment for the viewer and the advertiser, but also deliver an increase in actual product sales.
Difference between a Viewer and a Fan
President of Turner Sports
Lenny Daniels
WATCH NOW
It would be easy to apply the “If it ain’t broke, don’t fix it”
adage to sports programming. But Lenny Daniels
understands that while casual viewers will still tune in for a game, real fans want a more immersive experience. For Turner's fan-first strategy, that means building new
channels like B/R Live to help viewers not only watch
games but also discover sporting news and entertainment
— all in one place. This means fan engagement continues
long after the final buzzer.
Brands, not TV Shows
President of TBS and TNT
Kevin Reilly
WATCH NOW
Once upon a time, shows were the entire experience.
Now, they are the jumping off point. Whether it’s fictional characters in a narrative drama or comedic hosts of a
half-hour news show, every bit of that intellectual property can now spread — in new and unique ways — across various touch points. And things like fan fiction, cosplay at
Comic-Con, and comment threads debating story arcs are
all signs that when you expand your brand, fans will find creative ways to fill that space.
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The Anatomy of a
The business of creativity is a tricky one.
For one thing, you need to be willing to take risks. There are no “sure things” in the business of creativity. For another, audiences have more options than ever, and the Attention Economy operates on supply and demand. If you run out of supply, customers will look elsewhere for their demand.
At Turner, all decisions in the business of creativity filter through one lens: nurturing fandom. Through daring moves like running fewer ads and embracing binge-watching culture, Turner has evolved as a premium media company driven by creativity and centered on fans — serving them when, where, and how they want their content.
It’s bold, risky, and forward-thinking. What it isn’t is easy. Here’s how they’re doing it.
