TNT is the culmination of TCM’s aim to refresh its brand image and adapt its brand positioning; the channel moved away from its former global positioning in favour of a more bold and appealing positioning of the ‘American blockbuster channel’.

"The TCM brand has had a strong classic association, which doesn’t reflect the actual brand proposition, or deliver the right message, to our African audiences," says Guillermo Farré, head of general entertainment for Turner in Southern Europe and Africa. 

"Even though we have listened to our viewers and worked hard towards modernising the image of the channel, there was still a strong association of the TCM brand to 'classic Hollywood silver screen productions'," adds Farré.

"We, therefore, decided to switch TCM to TNT to fully reflect the new brand identity and perspective in line with our American blockbuster programming strategy," Farré says. 

In South Africa, TNT Africa inherits TCM’s audience of 6 753 545 viewers every month, consisting of a predominantly male audience and a growing number of viewers in the 25 to 49 age range.

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