LOWDOWN ON THE UPFRONT: Turner Puts TV In Context
Advertising Initiative Juxtaposes Ad Messages With Library Content
By R. Thomas Umstead -- Multichannel News, 5/14/2008 12:14:00 PM
NEW YORK--Turner Entertainment Networks later this year will look to provide advertisers more value for its commercials by juxtaposing messages with scenes drawn from its library of movies and TV series as part of its “TVinContext” initiative, company executives said Wednesday.
Turner also announced several new scripted and realty shows for its portfolio of cable networks, TNT, TruTV and TBS, during its upfront presentation here Wednesday morning.
Turner’s “TVinContext” initiative will look to place advertising content adjacent to relevant scenes. For example, a scene in the theatrical film Hitch in which actor Will Smith has an allergic reaction to something he ate would be followed immediately with a spot for the allergy medicine Zyrtec.
Turner Entertainment Ad Sales and Marketing general manager Linda Yaccarino said ads placed in such as context are likely to be more effective with viewers. The initiative will be available to a small number of clients, with the first placements beginning in the fall.
“TVinContext allows Turner to deliver a new, custom solution for advertisers to better engage and creatively thread their messages to consumers,” Yaccarino said. “Turner is using its great resources to offer clients a service that is valuable and more unique than anything else in the marketplace.”
On the programming front, “drama” network TNT announced several new original scripted and reality series that will help the network eventually ramp up to 80% of original content on its schedule and all original content Mondays through Wednesdays in primetime by 2010, according to Steve Koonin, Turner Entertainment Networks president.
New scripted TNT shows in various stages of development include: Delta Blues, about an Elvis-impersonating Memphis Cop and executive-produced by George Clooney; Morse Code, a crime drama starring Donnie Wahlberg that will follow the exploits of a Boston-based, young war hero/drug enforcement administration officer; Angel City (working title) follows six cops in three cars during one shift; and Tough Trade, which takes a dramatic but humorous look at the Nashville music scene. In addition, the network has also greenlit untitled projects from 24-creator JoelSurnow, as well as Roseanne executive producer Rob Ulin.
The network, which has ordered a number of episodes, will delve into the unscripted arena with Wedding Day, in which deserving couples get the wedding of their dreams.
TNT, which will air the fourth and second seasons of The Closer and Saving Grace this summer, has already given the go-ahead to Steven Bocho’s legal series Raising The Bar, as well as Leverage and Truth in Advertising. These shows will bow later this year or early in 2009, according to network officials.
For TBS, the “very funny” network told media buyers that its original shows, Frank TV, The Bill Engvall Show, My Boys and 10 Items Or Less, are all returning for new seasons. The network will also order 26 additional episodes of sitcom Tyler Perry’s House Of Payne.
As for new series, the network will develop an as yet-untitled comedy series starring actor William H. Macy and a scripted series starring Joey “Run” Simmons (Run’s House) executively produced by Russell Simmons.
TBS will also target night owls with two late-night series, including comedy sketch show National Banana Already In Progress; an improvisational show executive-produced by actor Jamie Foxx; an untitled reality show from producer Jonathan Murray (The Real World) and Top Ten, a series that pits comedians against each other.
TruTV, formerly CourtTV, reiterated its commitment to the reality genre with previously announced series Principal’s Office, Black Gold, Ski Patrol and Man Vs. Cartoon.
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