Turner retains spirit of innovation

Posted on January 5, 2007
Filed Under Uncategorized |

Daily Report on how Turner (part of Time Warner) has managed to retain a spirit of innovation - specifically on the web and sets out some of their success to date and how they are looking to develop a number of new mid-range businesses.

Turner has set up a small team to develop more Web businesses. Many of the ideas for new Web ventures originate within the company’s ranks and Turner management has given the team broad license to experiment. 

The article goes on to point out that …

Turner’s low-cost, niche approach contrasts sharply with the strategy of some rivals. For one thing, it has no “digital czar” steering its overall strategy. Turner Chief Executive Phil Kent says centralizing Web functions can stifle creativity. Turner has also resisted the temptation to put its TV brands, with the exception of CNN and Cartoon Network, at the center of its Web effort.

Also embracing the idea of being quick to market with a focus on continuous innovation/development:

Recognizing that its core properties, TNT and TBS, were of little value on the Internet, Turner decided to build Web sites with new names. Typical of that strategy is veryfunnyads.com. Late last year, David Rudolph, the Turner executive who heads the Atlanta development team, challenged his colleagues to conceive and implement a new business concept in 30 days. “The goal was to say within the company that it doesn’t take years to go from idea to launch,” he says.

The team missed its deadline: It took 40 days to put the site into service.

Comments

Leave a Comment

If you would like to make a comment, please fill out the form below.

Name (required)

Email (required)

Website

Comments

Blogroll


Categories


Archives