TITLE

PROGRAMMED FOR SUCCESS

AUTHOR(S)
Higgins, Kevin T.
PUB. DATE
December 1999
SOURCE
Marketing Management;Winter99, Vol. 8 Issue 4, p12
SOURCE TYPE
Periodical
DOC. TYPE
Interview
ABSTRACT
The article presents an interview with William Burke, president and chief executive officer of news and information for Time Warner Digital Media, on how he was responsible for the success of Turner Broadcasting Services (TBS). Topics discussed include: the reason why TBS shifted to a fee-based basic cable; the motivating factors which caused him to change TBS's programming direction; the programs which replaced the cartoons and documentaries; his strategy of changing the demographics of TBS's audience; the reason for the slow reaction of TBS in transferring to basic cable; the decision the eliminate the "Andy Griffith" series; the impact of the network's brand image on their audience; and why branding became an issue in television programming.
ACCESSION #
2795273

 

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