Turner took a page from politics during its upfront presentation Wednesday, revealing a slate of new shows, digital programming initiatives, and a focus on fewer commercials as Anderson Cooper moderated a mock town hall featuring Conan O’Brien and Charles Barkley.

“Standing next to Anderson because it’s the only time in my life I feel ethnic,” O’Brien joked.

Meanwhile, late-night star Samantha Bee asked buyers for a $100,000 sponsorship to cover the GOP convention in Cleveland.

“I know you think I’m joking, but I’m not!” the Full Frontal host quipped.

Wolf Blitzer introduced the mock town hall, and Jake Tapper, Anthony Bourdain, Anderson Cooper, Billy Eichner also joined the stage.

Between the banter came news of the latest content in the pipeline at Adult Swim, Bleacher Report, Cartoon Network, Boomerang, CNN, Great Big Story, HLN, TBS, TNT, truTV and Turner Sports.

Most notably, Turner gave a nod to running fewer, longer, pricier commercials that are tailored to the programs in which they appear as way to better engage viewers with more content, and present them with more relevant ads.

The move is being led by Animal Kingdom and Good Behavior, — two of TNT’s five new series — which will feature 10 additional minutes of show content, and 50 percent less ads than the typical program, TNT/TBS President and Turner Chief Creative Officer Kevin Reilly said.

Turner President David Levy also highlighted the importance of the advertising shift.

“Not only are we engaged in a massive effort to improve the viewing experience across our brands, Turner is also leading the industry with an extremely progressive approach to advertising, strategic investments in technology and platforms, partnerships with emerging companies and innovative distribution concepts that go beyond the traditional television ecosystem,” Levy said in a statement. “When it comes to leading the transformation of this industry, engaging audiences across all platforms and reinvesting for success, Turner is delivering on all fronts. Most importantly, we have been investing heavily in premium content across the portfolio, from original series to live events, sports and more.”

On that note, TNT and sister network TBS will lead Turner’s expansion onto new platforms this summer by launching apps on Apple TV, Amazon Fire and Google Chromecast. The rollout will begin in June with TBS and TNT apps launching on select platforms, followed by additional brands later in the year.

Turner is also bringing eSports to its networks, and sponsors include Arby’s and Buffalo Wild Wings.

“It’s the biggest thing you’ve never seen on TV — until now!” Reilly said.

Other noteworthy announcements include:

- TNT greenlight five new original series including Animal Kingdom, Good Behavior, The Alienist, Tales from the Crypt, and Will, an unconventional period drama centered on a young William Shakespeare, played by newcomer Laurie Davidson.

- TNT also ordered a pilot for Civil, a drama about the second American Civil War, and cast Niecy Nash in the previously announced pilot for Claws, a dramedy set in a Florida nail salon.

- Team Coco, which helped drive digital and social media strength for Conan O’Brien, formed Team Coco Digital Studios to help brands deliver original, social-first content.

- CNN plans to add three new series: Soundtracks: Songs That Made History (working title), The History of Comedy and The Nineties

- Adult Swim ordered a pilot for a new series from Childrens Hospital creator and star Rob Corddry. Last week, Adult Swim announced it has ordered the new live-action series Million Dollar Extreme Presents: World Peace and Dream Corp, LLC, along with the new special Robot Chicken: The Walking Dead.

RELATED: Adult Swim Reveals ‘Robot Chicken’ Zombie Special, Revives ‘Samurai Jack’

- Conan O’Brien’s travel specials, which have sent him to Cuba and Armenia in recent months, will move to primetime on TBS in 2017.

- truTV’s slate of newly greenlit series includes Jon Glaser Loves Gear, Greatest Ever and Lifescaping (working title), as well as its feature-length documentary The Problem with Apu (working title) and an-all new Impractical Jokers live special.

RELATED: truTV Orders 3 New Shows, Including Jon Glaser Comedy Series

“Last year, I stood in front of you and stated that Turner would help lead the transformation of our industry,” Donna Speciale, president of Turner Ad Sales, told the crowd. “Our vision has not changed. We are doing it. We have transformed to be a data-driven content creation and distribution company that puts the consumer first.”

Tags:


  Save as PDF