Rebranded TNT ignites career success

Jennifer Dorian, a nine-year veteran of Turner Broadcasting System, led the rebranding efforts of TNT, TBS and truTV.

When she first went to Turner, TNT was still a general cable network with a broad variety of programming. With hundreds of cable channels available in many homes, viewers found TNT forgettable.

Dorian —- with boss Steve Koonin, president of Turner Entertainment Networks —- devised the strategy to grow the network by narrowing its focus to drama. That effort was immediately successful. Ratings and revenue grew.

Next, Dorian rebranded TBS as “very funny.” Court TV became truTV.

Dorian is now senior vice president of network strategy and brand development at Turner Entertainment Networks, which includes TBS, TNT, Turner Classic Movies, truTV and Peachtree TV.

Q: What does network strategy mean? What do you do on a day-to-day basis?

A: In some ways, it is a catchall for a lot of interesting stuff. I never get bored. The hub of it is: What is the role of each network within the portfolio, what are the goals of that network to achieve our business objectives, what are the strategies to get there and what are the decisions about deploying resources that support all of those goals and strategies? That is the strategic planning side of it.

I also am involved in doing brand strategy for every network: Who is the target audience we are going after, what is the point of differentiation, why does our network exist and what makes our network special to viewers and advertisers?

Q: I know you have led the rebranding of TNT, TBS and truTV. Are there any more rebranding projects in the works?

A: Let’s talk about Turner Classic Movies. I started working on Turner Classic Movies a couple of years ago. It was not a rebrand. It was the opposite. It was me and the branding person walking in and saying, this is the greatest sandbox in the world because this brand knows what it is, it is the authority of classic films, they present the movies in the original, intended way of the director’s vision, and viewers appreciate that so much. It has never been a rebrand for me. It has been recognizing the jewel that TCM is as a brand and then learning how we can take that brand off of TV and do more with it for movie fans.

It has been a lot of fun to think about transforming TCM from a cable network to a lifestyle brand. TCM can do book publishing, we can do film school, we can do DVD collections.

Q: Are these things you are currently working on or just ideas?

A: We are thinking about all those, and we are selling DVD collections in partnership with Warner Bros. Home Entertainment. This year, we are introducing 15 collections under the name TCM Greatest Classic Films Collections. We have the romance collection, the Western collection, etc.

So far, the retail industry has been very interested in and ordering the collections at a rapid pace, which is encouraging. We are doing a film-school pilot in Atlanta with Emory University in the continuing education program. Continuing education students watch the movies on their time and then get together with professors that we handpick to talk about the films.

Q: Is the goal to build the TCM brand or to generate revenue?

A: Both. It is to continue to keep the brand strong, but also we want to learn about our revenue potential.

Q: I saw in your bio that you are focused on exploring new platforms. I assume that means online. What else does it mean?

A: One of the big parts of my work that has been evolving in the past few years and is the most fun is innovating from our core business and our search for new revenue streams. I have to understand the technologies and the platforms for content but also what are the new business models, even with our old platform.

Q: What do you like most about your job?

A: I absolutely love Turner and I feel really committed to working here for two big reasons.

Number one, the creative energy is really high. The second thing is that this is really an environment where you can be successful in your work and still have a successful life.

I am a working parent and I know a lot of folks here are working parents. We have a lot of flexibility in how we get our jobs done and how we get our lives done.

The Jennifer Dorian file

> Title: Senior vice president, network strategy and brand development

> Age: 42

> Home: Sandy Springs

> Family: Married with two daughters, ages 5 and 7

> Prior to Turner: Worked at Coca-Cola and Pizza Hut

> Education: MBA in marketing from the University of Texas; Bachelor of Arts from Emory University

> Nonprofit work: U.S. Fund for UNICEF, Georgia Campaign for Adolescent Pregnancy Prevention

> Last read: “Groundswell” by Charlene Li and Josh Bernoff

> Favorite TV show: “Leverage” on TNT