Turner Broadcasting Division

This company has been operating for 25 years and developed into a major force in cable television and related fields. It has only recently become associated with Time-Warner, but it will continue to operate as a largely independent entity into the near future. The vision of the company in terms of a strategic management of information is vital in seeing to it that the company maintains its position in the face of developing competition, new technologies, and the needs of the consumer.

Turner Broadcasting System came into being in 1970 when Ted Turner used the profits from his billboard advertising business and bought Rice Broadcasting, a small Atlanta-based UHF station. Turner then formed Turner Communications Corporation. Channel 17 lost $689,00 in its first year of operation. The next year, WTSG-TV became the leading independent station in the South. Turner separated the billboard business in 1975.

Turner became interested in the growing cable business and in other technological innovations involving satellite broadcasting. He found that he could reach cable systems across the country by satellite, so he created "superstation" WTBS. The station broadcast a mix of old television shows and movies along with Atlanta Braves and Hawks games, and Turner bought these two teams in 1976 and 1977 respectively. By 1979 the station was reaching 5.8 million homes.

Turner later created Cable News Network (CNN) as the fi

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ologies in the information superhighway: In one rosy scenario after another we are tantalized with visions of access to every library in the cosmos, to internationally respected teachers; we are told to envision remote Third World villagers getting their CAT scans instantly analyzed by worldclass doctors. This breathtaking range of possibilities is ours, we are told, when these networks of coaxial cable and fiber optics, built by private enterprise, are installed over the next ten to twenty years. This nirvana even has its own shorthand: "500 channels of television" is the term used to mean a future media world of essentially unlimited choices. Such predictions often mix the various communication forms together in the way that visionaries see as possible without considering what is truly more likely and how different types of communication are used today. While video and computer data can be mixed in various ways, it seems clear that the two at present have different target consumers and that even where a consumer is a target in both realms, he or she is a target for computer data more at work and for video more at home. Many see the future pattern of consumption for video as mirroring the pattern of today rather than creating

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