Joint strategic approach on kids, entertainment for Turner International


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Editor

| 01 November 2015





Global TV provider Turner Broadcasting System International has revealed that it is forging a joint approach with its parent US operation around its kids and general entertainment businesses.


The division operates versions of core TBS brands, including CNN, TNT, Cartoon Network, and Turner Classic Movies, as well as country- and region-specific networks and businesses in Latin America, Europe, the Middle East, Africa and Asia Pacific. In addition to pay-TV and free-to-air TV channels, it is also a commercial partner with various third-party media firms such as Warner Bros. and HBO.

The new strategic approach is designed to reflect the further strengthened working relations within Turner as the company adopts a more global approach to content strategy.

The announcement comes as Turner announced that it had increased two-fold its investment in programming and content budget and had evolved its kids’ offering with the re-positioning of Boomerang over the last year as a second international all-animation, family skewed kids’ channel alongside Cartoon Network. It will also implement a global programming deal for Boomerang with Warner Bros, and expand its GE footprint with the launch of TNT into new markets.

“Together with our colleagues in the US we view kids and entertainment programming as an important global business which needs a joint approach, and we have found that the international perspective is very much welcomed,” explained Gerhard Zeiler, president Turner International.

With immediate effect, Hannes Heyelmann, currently SVP & MD, Central and Eastern Europe, will assume an additional new remit for international original programming strategy, and will represent Turner International as its liaison executive with the general entertainment production teams in the United States. Patricia Hidalgo, currently SVP, chief content and creative officer kids EMEA, assumes the new remit for International Kids Strategy, providing a liaison role with the kids’ production teams in the United States.