Editing TNT (American TV network) (section)

===Shift towards drama===
[[File:TNT TV logo.svg|thumb|155px|Former TNT logo, used from June 12, 2001, to January 29, 2016, the current logo is loosely based on this design.]]
On June 12, 2001, TNT underwent an extensive [[rebrand]], with the introduction of a new logo designed by Trollbäck + Company as well as a new slogan, "We Know Drama," a repositioning of TNT that Bradley Siegel, then-president of Turner Entertainment Networks, explained had emerged through extensive focus group research with frequent TNT viewers. The slogan emphasized the channel's new focus on dramatic programming, including sports and off-network [[Broadcast syndication|syndicated]] dramas such as ''[[Law & Order]]'', ''[[NYPD Blue]]'', ''[[ER (TV series)|ER]]'' and ''[[Judging Amy]]''.<ref>{{cite web|title=Five Blind Mice: How the Big Cable Nets Lost Their Way|url=http://www.americanradiohistory.com/hd2/IDX-Business/Magazines/Archive-BC-IDX/01-OCR/BC-2001-06-11-OCR-Page-0033.pdf|author=John M. Higgins|periodical=Broadcasting & Cable|publisher=Cahners Business Information|via=American Radio History|page=27|date=June 11, 2001|access-date=October 5, 2018}}</ref>

On January 1, 2003, TNT launched a substitute feed called ''TNT Plus'', although it does not appear this was ever reflected in the channel's on-air identity. The apparent sole purpose of its establishment was to force renegotiations with subscription providers to increase carriage fees—with some [[Multichannel television in the United States|multiple system operators]] suggesting that Turner was seeking a 10% increase in subscriber fees for the channel—to help pay for TNT's new [[National Basketball Association|NBA]] and [[NASCAR]] contracts well before the channel's distribution agreements with providers were scheduled to come up for renewal. In theory, TNT Plus was to have been the sole carrier of Turner's NBA and NASCAR coverage from that point forward, while any providers still carrying the original TNT would have seen replacement programming instead.<ref>{{cite web|title=Cameras on the court|url=http://www.americanradiohistory.com/hd2/IDX-Business/Magazines/Archive-BC-IDX/02-OCR/BC-2002-10-28-OCR-Page-0062.pdf|author=Allison Romano|periodical=Broadcasting & Cable|publisher=Cahners Business Information|via=American Radio History|page=44|date=October 28, 2002|access-date=October 5, 2018}}</ref><ref>{{cite web|title=TNT to ops: pay up for 'Plus'|url=http://www.accessmylibrary.com/article-1G1-93460284/tnt-ops-pay-up.html|author=Thomas R. Umstead|periodical=[[Multichannel News]]|publisher=Cahners Business Information|via=Access My Library|date=October 21, 2002}}</ref> Although it appears that [[Comcast]] did not immediately sign on to carry TNT Plus, there is no evidence that Turner had actually pulled its sports programming from the "original" TNT.<ref>{{cite web|title=TNT gets in HD game – TCM next?|url=https://www.multichannel.com/news/tnt-gets-hd-game-tcm-next-161462|author=Linda Moss|author2=R. Thomas Umstead|periodical=Multichannel News|publisher=Cahners Business Information|date=January 12, 2004}}</ref>

On December 7, 2008, TNT unveiled an update to its logo, displaying it mainly in a silver or sometimes gold [[bevel]]ing. The "We know drama" tagline remained, but the channel added more of a focus on its original series and announced plans to carry three nights of original programming a week during primetime, starting in 2009.<ref>{{cite web |last=Lafayette |first=Jon |url=http://www.tvweek.com/news/2008/12/new_promo_campaign_touts_tnts.php |title=New Promo Campaign Touts TNT's Dramatic Credentials |publisher=TVWeek |access-date=September 5, 2009 |archive-url=https://web.archive.org/web/20140223222429/http://www.tvweek.com/news/2008/12/new_promo_campaign_touts_tnts.php |archive-date=February 23, 2014 |url-status=dead }}</ref> In 2012, TNT rebranded itself with a new slogan: "Drama, Period." (visually displayed as "Drama.," with the TNT logo serving as the [[full stop|period symbol]]), with the logo being recolored to match the themes of its shows.

On May 14, 2014, TNT altered its on-air branding to "TNT Drama" and introduced a new slogan, "Boom." The branding campaign reflects the channel's refocusing towards action-adventure, sci-fi, fantasy, mystery, suspense series alongside its slate of crime dramas.<ref>{{cite news|title=TNT Introduces New 'Boom' Tagline; TNT & TBS Unveil 2014-2015 Development Slates|url=https://deadline.com/2014/05/tnt-tbs-upfront-development-projects-2014-2015-vince-vaughan-donnie-wahlberg-729817/|work=[[Deadline Hollywood]]|date=May 14, 2014}}</ref> TNT purchased subscription-television rights in September for the next five [[Marvel Studios]] films starting with ''[[Avengers: Age of Ultron]]''.<ref>{{cite news|last1=Graser|first1=Marc|title=TNT Locks Down Next Five Marvel Movies Starting With 'The Avengers: Age of Ultron'|url=https://variety.com/2014/tv/news/tnt-marvel-studios-movies-the-avengers-age-of-ultron-1201307635/|access-date=September 17, 2014|work=Variety|date=September 17, 2014}}</ref> In 2016, TNT changed its logo after 15 years.