Warner Bros. Discovery recently completed a rebranding of its paid TNT channel portfolio in Latin America, a strategy that aligns with its goal of segmenting its streaming, content, and television operations. In an interview with Prensario, Fernando Sugueno, WBD‘s Vice President of Content, discussed this new visual identity, emphasizing that the refresh ‘goes beyond aesthetics to consolidate the brand as an ecosystem of high-quality entertainment’. He affirmed that the strategy ‘seeks to unify the TNT family of channels under a single look and feel’.
Sugueno began the interview by noting that despite doubts about the relevance of paid television, consumption remains high, albeit fragmented across platforms, linear channels, and social media. “In this context, TNT’s approach is to offer premium content, using the new visual identity to unify the channel portfolio, which includes TNT Series and TNT Novelas, new signals we launched last year.” The executive highlighted the success of TNT Series, which has positioned itself in the top 10 most-watched channels in key markets such as Mexico, Colombia, Chile, and Brazil, according to data from Kantar IBOPE.
Live events and local content as differentiators
According to Sugueno, one of TNT‘s greatest advantages in the market is its ‘ability to offer live events’. He explained, ‘Live events make people connect to watch the event because the passion for football broadcasts is undeniable. That’s why people prefer to watch it live, because otherwise, there’s no surprise’. He also mentioned broadcasts of the Oscars and Grammy Awards as examples of events that attract large audiences looking to be part of the cultural conversation, which helps the channel stand out.
Thanks to the enormous catalog from all of the Warner group’s brands, the programming of the TNT channels benefits from a complete ecosystem that spans from cinema and streaming originals to content produced specifically for paid TV. “In this sense, TNT functions as a second window for HBO Max content, which allows us to offer full series for the audience to enjoy through their affiliates. This strategy of synergy between platforms and linear channels is key to maintaining the relevance of paid TV in a competitive environment,” he said.
Constant evolution as key to success
When addressing the challenges of the linear TV sector, Sugueno drew a parallel with the launch of television, which didn’t eliminate radio but forced it to coexist. He argued that the same is happening with paid television and streaming. «Paid television remains useful for the audience because people want to have a daily point of reference, a routine where entertainment can reach them without having to actively seek it out.”
Finally, to maintain its market position, the executive stated that TNT’s strategy focuses on ‘aesthetic and content innovation’. He clarified, ‘It’s not just aesthetics; it’s also the content. We are always adding our properties and new narratives’. He emphasized that it’s crucial for the brand to feel current so that the audience perceives they are watching something new. ‘Warner Bros. Discovery‘s goal is to keep the channel, above all, with attractive content, but also with an attractive aesthetic’.
