TBS

World Screen Weekly, October 26, 2006

COUNTRY: United States

LAUNCH DATE: December 17, 1976

OWNERSHIP: Turner Broadcasting System, a Time Warner company

DISTRIBUTION: Terrestrial broadcast for Atlanta area; cable and satellite for national distribution.

VIEWERSHIP: Available in 92.5 million U.S. and Canadian households.

DESCRIPTION: TBS has a unique history among channels. It began its life in 1967 as local Atlanta broadcaster WJRJ, a low-rated independent UHF station. It was purchased in 1970 by Ted Turner, who at the time was running his father’s radio and billboard business. Turner changed the call letters to WTCG (which stood for Turner Communications Group) and in 1976 started distributing the station nationally via satellite.

This was the start of the basic cable revolution in the U.S. Along with New York’s WOR-TV and Chicago’s WGN-TV, WTCG became what was then known as a “Superstation”—a local independent channel beamed to a national cable audience. Propelled by telecasts of the Atlanta Braves baseball team, the station grew rapidly. In 1979 Turner again changed its name to WTBS (for Turner Broadcasting System). Today TBS is one of the largest cable networks in the U.S.

PRESIDENT, TURNER ENTERTAINMENT NETWORKS: Steve Koonin

SENIOR VP, ORIGINAL PROGRAMMING: Michael Wright

PROGRAMMING STRATEGY: TBS’s slogan is “Very Funny” and the network’s most popular shows consist of well-known TV sitcoms such as Sex and the City, Everybody Loves Raymond, Family Guy, Seinfeld and Friends.

TBS also develops and broadcasts original comedies. Upcoming shows include: 10 Items or Less, a partially scripted improvisational comedy series that will premiere on Monday, November 27 at 11 p.m., Eastern and Pacific; and My Boys, an original scripted comedy series that will premiere on Tuesday, November 28 at 10 p.m., Eastern and Pacific.

In addition, TBS is airing Comic Relief 2006, a simulcast with sister company HBO of the comedy extravaganza hosted by Robin Williams, Whoopi Goldberg and Billy Crystal. It is slated to premiere live on Saturday, November 18, at 9 p.m., Eastern and Pacific as part of The Comedy Festival in Las Vegas—an event for which TBS serves as title sponsor.

Over the years the channel has changed and fine-tuned its programming, and now finds its niche in comedy for a younger demographic. The change began in June 2004, when Steve Koonin, today the president of Turner Entertainment Networks—encompassing TBS, TNT, TCM and Court TV—oversaw the rebranding of TBS. The positioning has proven successful, with TBS claiming the rank as the number-one ad-supported U.S. cable network in 2005 among the 18-34 group.

“TBS is one of the top youth brands with one of the best collections of contemporary comedies ever assembled,” says Koonin. “To build on that successful mix, we are working with some of Hollywood’s top talents to create and develop new original series, including new shows for a block of late-night comedies.”

“Our development is geared toward finding material that’s complementary to the acquired programming that’s already on the network,” says Michael Wright, the senior VP of original programming for TBS and sister network TNT. “What we’re aiming for is shows that engage our audience with relatable situations, stories and characters.”

HOT TOPICS IN THE MARKET: In the very competitive U.S. basic cable market, TBS is holding its own over its rivals, according to Koonin. “We’re doing great,” he says. “TBS is in a tight race for first place among young adults in prime time. We’re also expanding the reach of our very successful brands into the new digital arena with dynamic broadband destinations and other off-channel initiatives.”

WEBSITE: www.tbs.com

—By Peter Caranicas