Moving to the next phase in its six-month-old 'We Know Drama' branding
campaign, Turner Network Television is emphasizing its perceived strength in
that genre while poking fun at the niche-network concept.
The lighthearted campaign will run as a complement to, and in rotation with,
the previous one that shows actors like Whoopi Goldberg and The West
Wing's Allison Janney in vignettes talking about how they define drama. That
black-and-white campaign began last June.
The first new promo broke earlier this week, with two others slated to start
running before month's end across the various Turner Broadcasting System Inc.
Each showcases such fictitious niche networks as the Mah Jongg Network and
the Baldwin Network.
In addition, TNT has bought time on such non-Turner networks as Courtroom
Television Network, Discovery Channel, The Learning Channel and USA Network
starting Feb. 4, a TNT spokesman said Wednesday.
The 30-second spot featuring the All-Baldwin Network cites a programming
marathon featuring actor Stephen Baldwin, as the voiceover says, 'Ever notice
how all TV networks want to stand for something? Well, we do. We know
Following a series of quick-cut scenes from three off-net series --
ER, Law & Order and NYPD Blue -- the announcer adds,
'TNT -- we know drama. They know Baldwins.'
TNT's marketing campaign is being developed in association with its San
Francisco-based ad agency, Goodby, Silverstein & Partners.