Advanced Television

Campaign trains viewers for ‘TV Everywhere’

September 12, 2011

A new advertising campaign by Turner Broadcasting aims to tell customers how to use TV Everywhere.. In a series of commercials that will start appearing on the TNT and TBS cable channels, Turner stars like Conan O’Brien will be employed to explain the concept of TV Everywhere, which has been championed by Turner’s parent, Time Warner, as a way to retain cable subscribers.

The ad campaign “is to educate viewers about the value they can unlock,” said Steve Koonin, the president of Turner Entertainment Networks.

“Consumers have bought tens of millions of iPhones and iPads,” Mr. Koonin said in an interview last week. “Our vision is that TV Everywhere kind of becomes the consumer-enabling technology that allows them to unlock the potential of those devices.”

The ad campaign encourages people to download TBS and TNT apps on their phones and tablets to start watching television episodes online and on demand. The apps require users to log in — or, in industry parlance, authenticate — to confirm that they are paying subscribers to a participating cable or satellite company.

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