Trial Assessment

The History of Warnermedia

Warnermedia, formerly known as Time Warner Inc. (1990-2001;2009-2018) and AOL Time Warner (2001-2009), one of the largest media and entertainment conglomerates in the world. The company was founded in 1990 as Time Warner as the result of the merger of Warner Communications and Time Inc. After becoming a subsidiary for AT&T in 2018, it was renamed WarnerMedia. It consists of three major divisions: Home Box Office Inc (HBO), Warner Bros. Pictures Inc, and Turner Broadcasting Systems Inc. Its products primarily 

The initial company was founded in 1923 in Los Angeles as Warner Brothers Pictures Inc. It was founded by the Polish immigrant brothers Harry, Albert, Sam and Jack Warner, who had started out with a nickelodeon in Newcastle, Pennsylvania, in 1903. In 1927 Warner Brothers introduced music and dialog with the first “talkie” motion picture, The Jazz Singer. The company was one of the leading Hollywood studios throughout the 1930s and ’40s, with a stable of actors that included Humphrey Bogart, James Cagney, Bette Davis, Errol Flynn, and Edward G. Robinson.

During the 1950s Warner Brothers, like other movie producers, faced growing competition from television. In 1956 it was forced to sell its film assets made prior to 1950 to Associated Artists. (Ironically, the rights to the material were ultimately returned to the company after they were sold in 1986 to Turner Broadcasting System, which in turn merged with Time Warner Inc. in 1996.) Television also presented new opportunities for Warner Brothers, where the hit series Maverick (1957) and 77 Sunset Strip (1958) were made. In 1967 Jack Warner sold his remaining stake in the company to Seven Arts Productions. Two years later Warner Bros.–Seven Arts, Inc., was bought by Kinney National Services, Inc., and became part of the newly named Warner Communications Inc. (WCI).

Kinney started business as a funeral home company in New Jersey, diversifying into parking lots and construction businesses in the New York City area. Steve Ross, who started with Kinney after marrying the owner’s daughter, was co-chief executive officer (CEO) from 1969 to 1972, when he became the sole CEO, president, and chairman of WCI. Ross embarked on an aggressive acquisition strategy, picking up electronic game maker Atari, children’s toy maker Knickerbocker Toy, the family recreation company Malibu Grand Prix, the New York Cosmos football (soccer) team, and heirloom maker The Franklin Mint.

By the early 1980s WCI encountered financial reversals, culminating in a $500 million loss in 1983. By 1985 the company had divested all the companies mentioned above, and Ross focused WCI on its cable television operations, which had remained profitable. Warner Cable had begun in 1972, and in 1979 WCI had entered a joint deal with American Express Company, creating Warner-Amex cable. The new venture is best known for its attempt to create a two-way cable system called QUBE in Columbus, Ohio. By 1984 QUBE had failed, but the cable television business was thriving, and WCI bought out its Warner-Amex partner for $400 million in 1985. The next year Ross became the highest-paid American executive, with a 10-year $14 million-a-year contract. In 1987 Ross began talks with the president of Time Inc., Nicholas Nicholas, about merging the two companies.

Time Warner

By the time Ross and Nicholas began their merger talks, Time Inc. was the third largest cable operator in the country, including its 23 percent stake in Turner Broadcasting System. Despite initiating talks in late 1987, the merger that created Time Warner was not completed until 1989, in part because Time Inc.’s executives delayed the merger until official investigations into the financial scandals of both WCI and Ross were cleared up. Ross shared CEO duties until early 1991 when Nicholas left the company. Ross died in December 1992, and Gerald (Jerry) Levin became CEO of Time Warner Inc.

Throughout the 1990s Time Warner expanded into new markets, including a Spanish-language version of People and a children’s edition of Time. The WB, a broadcast television network founded by Time Warner, first aired in January 1995. In 1996 the company acquired the outstanding shares of Turner Broadcasting System, which added not only cable television operations, such as CNN, TNT, and Cartoon Network, and the Warner Bros. film archive but the Atlanta Braves and Atlanta Hawks sports teams as well. In late 1999 Time Warner began merger talks with America Online, Inc. (AOL).

AOL

AOL’s roots start in 1982 when Control Video Corporation of Dulles, Virginia, initially offered online services to users of Apple II and Commodore 64 computers. In 1985 the company became Quantum Computer Services Inc. (QCS). America Online began as a special QCS service dedicated to users of the Apple Macintosh computer.

In 1991 QCS named Steve Case president, then its CEO. That year the company changed its name to America Online. It had 150,000 subscribers and $20 million in annual revenue. AOL became a public company in 1992. In 1993 the company rejected an informal $268 million acquisition offer from the Microsoft Corporation. In 1994 AOL launched an Internet division, and by the next year it was the leading Internet service provider. AOL surpassed 10 million subscribers in 1997 and the next year acquired CompuServe, its top competitor, along with its 2.6 million members. That year more messages were exchanged over AOL every day than were delivered by the U.S. Postal Service.

In January 2000 merger talks between Case and Levin were announced. Later that year AOL reached 27 million subscribers. The $106 billion merger between AOL and Time Warner did not get final shareholder and regulatory approval until January 2001. Case was named chairman of AOL Time Warner Inc., and Levin became CEO. That summer AOL’s membership cleared the 30 million mark.

In 2002 AOL Time Warner reported the largest quarterly loss ever for a U.S. company, $54.24 billion, following the collapse of the Internet stock market as investors pulled out of stocks with too much emphasis on Internet content or services. In 2003, under the direction of CEO Richard Parsons, the company changed its name back to Time Warner Inc. In 2009 it formally split with AOL, which became an independent company.

Warnermedia

In 2016 it was announced that AT&T was acquiring Time Warner for some $85 billion. The deal, however, required federal regulatory review, and in 2017 the U.S. Department of Justice (DOJ) sued to block the sale, citing antitrust issues. The following year a judge approved the merger, and the deal was finalised shortly thereafter, though the DOJ appealed the decision. Time Warner was subsequently renamed WarnerMedia.

Advertising 

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