Starting Tuesday, Turner Network Television plans to get in better shape.
It's slated to replace the oval-shaped logo that's long represented the
13-year-old network with a new, more contemporary round icon.
TNT will also add the tag line, 'We Know Drama,' as it unveils its new on-air
The network revamped its logo to help make itself more relevant to viewers
who are not yet looking to the network for drama on a regular basis, executive
vice president and general manager Steve Koonin said.
At the same time, TNT did not want to turn away the viewers who have already
made the network a Nielsen Media Research staple. By using the same colors --
red and yellow -- as found in the older logo, 'we retain the familiarity,'
The TNT logo was last updated in late 1995.
The sleeker, more youthful logo 'allows us to do 100 different things'
on-air, Koonin said, including more readily tying it in with the National
Association for Stock Car Auto Racing or National Basketball Association
The network's emphasis on drama by no means excludes sports, as TNT's stable
is integrated into the new promotional campaign, which features movie stars,
television stars and athletes speaking about what drama means to them.
Hollywood notables including Whoopi Goldberg, Dennis Hopper and Martin Short
appear in the spots, while Shaquille O'Neal and Dale Earnhardt Jr. are among the
sports celebrities who endorse the brand.
San Francisco-based Goodby, Silverstein & Partners created the television
spots for TNT, which will debut on the air this week.
Koonin said the campaign would be backed by $100 million worth of media, most
of it from within the AOL Time Warner Inc. family. The ads will run on Cable
News Network, TBS Superstation, Cartoon Network, The WB Television Network and
CNN Airport Network.
TNT has also bought time on other cable networks to reach its key target of
upscale 18- to 49-year-olds. The network hopes its off-network dramas --
ER, Law & Order and NYPD Blue -- will become
destinations for viewers. It holds the same aspirations for original series
Witchblade. TNT also promotes theatrical, classic and original movies, as
well as live events.
In addition to the on-air and cross-channel ad campaign, TNT will relaunch
its Web site (http://www.tnt.tv/)
Tuesday. Corporate sibling America Online Inc. will also provide links to the
site at keyword TNT, Koonin said.