TOTAL LICENSING
INTERVIEW
Vice President of Turner Enterprises on the
repositioning of Turner’s EMEA
licensing and digital distribution business
Turner Broadcasting To find out more about the new initiative, with a new trade communications
has recently announced Total Licensing caught up with Alan Fen- strategy that includes a newly devel-
a major repositioning of wick, Vice President of Turner Enterprises oped Turner enterprises logo that will
the licensing arm of its and talked to him about the reposition- be closely aligned with other divisions
business across EMEA, ing. including Turner Media Innovations
renaming the depart- (TMi)”.
ment Turner Enter- TL: So, Cartoon Network Enterpris-
prises. es (CNE) is repositioning to Turner Why reposition now? What prompt-
The move reflects the Enterprises? ed the name change from Cartoon
expansion of Turner Alan Fenwick: “Yes, Cartoon Network Network Enterprises (CNE)?
Enterprise’s remit, to Enterprises (CNE) will AF: “The huge success
include Turner Broad- be rebranding to Turner of Ben 10 and up-and-
casting’s general enter- Enterprises as part of an coming properties like
tainment brands’ Adult extension of its remit Bakugan and The Secret
Swim, CNN and Turner beyond kids to repre- Saturdays has enabled
Classic Movies. These sent all Turner Brands us to leverage other op-
will sit alongside its and Properties and digi- portunities within the
existing successful kids tal assets.” Turner portfolio. The
portfolio with includes strength and experi-
Cartoon Network, Boomerang and When will the reposi- ence we have within the
Cartoonito. tioning come into ef- licensing and Content
An additional aspect of the reposition- fect? distribution teams along
ing sees Turner’s Mobile, Digital Dis- AF: “Cartoon Network with the fantastic collab-
tribution and DVD business brought Enterprises (CNE) repo- oration we enjoy across
under the helm of Turner Enterprises sitioned as Turner Enter- all Turner operations will
in order to centralise distribution of prises across the EMEA help us grow our general
Turner Broadcasting content across region with effect from entertainment proper-
all non-linear platforms. 1st January 2009”. ties. In addition, all the
Over and above this, Turner Enterpris- brands will be bolstered
es has struck a three-year, multi-ter- How is this being ex- by a strong DVD and dig-
ritory deal with Warner Home Video ecuted? ital strategy. The rebrand
that will see content from Turner AF: “We have aligned the will better represent the
brands Car- new enterprises teams breadth and full capabili-
toon Net- under two new com- ties of our licensing and
work, Car- mercial Directors, one merchandising business”.
t o o n i t o , looking after the Licens-
CNN, Adult ing arm covering charac- What channels and
Swim and ter licensing, brand licensing and live brands sit under the Turner Enter-
Turner Clas- events and the other responsible for prises umbrella?
sic Movies content distribution across Digital AF: “Turner Enterprises is the licens-
distributed on DVD and Blu-ray in the platforms, Mobile and DVD. We have ing and Home Entertainment arm
UK, Ireland, Spain, Italy, France, Ben- also spent a lot of time evaluating the of Turner Broadcasting, represent-
elux, Switzerland and Germany. Enterprises’ Brand purpose and you ing Cartoon Network, Boomerang,
will start to see this being executed Cartoonito, CNN and TCM (Turner
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