‘Gunsmoke’ Explains Why AT&T Is Going to the Mat for Time Warner

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Randall Stephenson has no intention of promoting trophies like CNN to get his $85 billion dream deal previous Washington. Ask him why and he’ll make his case with, of all issues, “Gunsmoke.”

Stephenson, chief government officer of AT&T Inc. and would-be grasp of Time Warner Inc., does it with a narrative in regards to the cable channel Starz. As Stephenson tells it, Starz tried to make use of unique programming as a bargaining chip in contract talks with DirecTV, bragging on “Power” and different new exhibits and by no means mentioning the Western that has been in syndication for 42 years.

Photographer: David Becker/Bloomberg

“They didn’t know their most-watched content was old ‘Gunsmoke’ episodes,” Stephenson mentioned not too long ago. (A Starz spokesman famous that “Power” appeals to a youthful, extra city demographic.)

The level is that DirecTV was properly conscious of Marshall Matt Dillon’s enduring reputation, and the clout behind that perception is what has Stephenson so fired up about buying all of Time Warner. The satellite tv for pc supplier had the products as a result of it may faucet the info its dad or mum AT&T has constructed by monitoring the habits of greater than 100 million tv, web and wi-fi prospects.

That form of data is golden. Combined with the promoting attain of Time Warner programming together with Turner Sports and HBO, it could be explosively worthwhile, in Stephenson’s view. But he can’t leverage it if antitrust regulators insist he ditch some properties — both DirecTV or Time Warner’s Turner Broadcasting division, which owns CNN, TBS, TNT, the Cartoon Network and dozens of others.

James Arness as Marshall Matt Dillon in an episode of ’Gunsmoke’

Source: Michael Ochs Archives through Getty Images

Stephenson has mentioned he received’t try this. AT&T goes to the mat, dispatching lobbyists to make the case for the union on Capitol Hill. They’re additionally highlighting President Donald Trump’s intense dislike for CNN to counsel politics is at play, in keeping with individuals conversant in the matter.

Time Warner, intact, can be such a prize that AT&T will battle in court docket for it, mentioned Jan Dawson, an badyst with Jackdaw Research. Simply put, “they need to own content.”

The Department of Justice is pressuring AT&T to conform to divestitures, in keeping with individuals with information of the state of affairs. They mentioned the company is anxious in regards to the energy wielded by AT&T, the largest pay-TV distributor within the nation with DirecTV and U-verse.

Some traders and badysts have had different worries — particularly, that combining fairly completely different corporations to create an almost $200 billion behemoth is asking for hbadle. Skeptics level to the disastrous Time Warner-AOL match-up. They additionally notice that AT&T purchases are often absorbed; DirecTV, acquired in 2015, is run by cellphone firm executives who changed most unique managers.

That’s why “my badtail-party response used to be that this deal doesn’t make a ton of sense,” mentioned Amanda Lotz, a media professor on the University of Michigan. “But if they collectively use the intelligence they have in concert with how Hollywood works, there might be something to be gained.”

In different phrases, Stephenson simply must let Time Warner be Time Warner. “They could still fumble it — but this deal doesn’t depend on changing either company in order to reap financial benefits,” mentioned Rosabeth Kanter, a professor at Harvard Business School.

Stephenson, who went to work for what was then referred to as Southwestern Bell in 1982 when he was simply out of school, has mentioned this tie-up will mimic the construction of different unions of disparate companies, akin to Comcast Corp. and NBCUniversal. He would oversee two CEOs operating separate operations.

The magic would come from the super-precise promoting — on all the pieces from “Anderson Cooper 360” to “The Big Bang Theory” reruns to National Basketball Association video games — that will be potential with AT&T’s vault of statistics.

“AT&T isn’t viewing this merger as an opportunity to make a new ‘Gunsmoke,’ but you are going to find more targeted ads on ‘Gunsmoke,’” mentioned Jennifer Holt, a media professor on the University of California at Santa Barbara. “They are trying to reinvent themselves as one giant advertising network.”

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