i3 - November/December 2017 - 11

Tech
talent, industry expertise and technology efforts. An example
of that is Turner Sports leading the Sports Business Innovation
effort at CES. This year, among many other things, we will be
showcasing the efforts behind our technological transformation.
As we continue to enhance and advance our global technology
operations, partner relationships, and strategic technology
investments, we want to make the world aware of the strength
of our overall in-house technical capabilities.

Q As Turner becomes a technology company

and brings a new innovative market to fans,
how will the merger with AT&T and access to
their 130 million subscribers help that reach?
A While Turner will never be considered a pure
technology company, we will always continue to
enhance our in-house technology, innovation and
data efforts. To that end, joining forces with AT&T
provides an incredible landscape for us to work
collaboratively to try to innovate together, create
new products and more value for fans, distributors,
content creators and advertisers. The combined
company will allow our complementary strengths
to lead the next wave of innovation in our industries
and help us reach our tech goals much faster
than we could have on our own.

Q Artificial intelligence, augmented reality and

virtual reality are three huge opportunities to use
technology to transform how media is consumed.
How does Turner support these mediums?
A We are constantly exploring new ways to deliver
premium experiences to our fans, and that
includes enhancing our capabilities with artificial
intelligence, augmented reality and virtual reality
across all of our brands. Recent examples include
Turner Sports offering VR coverage of March
Madness, including ticketing options for virtual
courtside seat views and 360-degree highlights,
among other things. For ELEAGUE's CS:GO Premier
2017, we provided a VR experience to bring the
fan inside the game while still enjoying the 2D
presentation of the live action. In news, CNN
partnered with Volvo Cars USA for a 360-degree
virtual reality livestream of the 2017 solar eclipse.
We have more to come, so stay tuned.

so that they can follow live sports coverage whenever and wherever they choose. There's a lot of opportunity in this space, and I'm
excited to see the Turner brands innovating to tap into it.

Q TV viewers are often frustrated by commercials, and likely why
Netflix and Hulu are so popular. How are you addressing that?

A We're on a mission to eliminate advertising clutter and create

a more viewer-friendly commercial environment. If you want to stay
ahead in the game, it is a given that you must reinvent yourself and
break away from historical precedent. In late 2015, Turner
was the first media company to significantly
reduce ad clutter, first on truTV primetime and
then on TNT's original programming. Reducing
Career
commercial interruptions by half on that programFast Facts:
ming made our fans happier - seeing ratings lifts,
Turner's
increased brand affinity, and provided a C3 lift.
John Martin
We're going to continue investing in this as we
push for greater fan engagement.
Another part of our strategy is to focus on
Chairman/CEO:
expanding content distribution and monetizing
Turner Broadcasting
opportunities that go beyond the traditional televiSystem Inc. 2014
sion ecosystem. Changing our technology infraCFO/CAO:
structure is allowing us to look at new business
Time Warner Inc., 2011-2014
opportunities, and enhancing our ability to launch
new direct-to-consumer services like FilmStruck
Exec VP/CFO/CAO:
and Boomerang. These new opportunities allow
Time Warner Inc. 2011-2011
our fans to engage with the content they love how,
Education: MBA 1994
when and where they want to.
Columbia Business School,
BS 1989, University
Q Data and algorithms are important aspects
of Pennsylvania,
of digital advertising. You've talked a lot
The Wharton School
about personalized linear TV - are you looking
Certificates: Certified Public
Accountant (CPA)
Headquarters: One Time
Warner Center, NYC
Philanthropy: Columbia
Business School
Twitter: @turner

to have a Netflix-like system that recognizes
the viewer based on watching habits collected
by a home router?
A We are now in the business of creating fan-first
experiences. Changing our underlying broadcast
technology to an IP infrastructure, migrating our
physical data centers, applications and content
libraries to the public cloud and infusing data into
both our technologies and decision making are

Q Now that Amazon's Alexa will have a screen,

are there plans to flow Turner content through
Alexa, IBM's Watson or Google Assistant?
A We're always looking to expand our offerings
across different platforms across all our brands.
Currently, we have a custom skill on the Amazon
Show, Alexa, Echo, and Tap, which allows users
to request the latest news on any story CNN is
covering. We serve up near real-time audio and
video - setting CNN apart from its competitors.
Earlier this year, Turner Sports also launched
Catch Sports, a new innovative product serving
as a digital "personal assistant" for fans. It helps
them navigate various channels and platforms
C TA . t e c h / i 3

NOVEMBER/DECEMBER 2017

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http://www.twitter.com/turner http://CTA.tech/i3

i3 - November/December 2017

Table of Contents for the Digital Edition of i3 - November/December 2017

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