While Turner Broadcasting does lip-service that it's new TNT channel for South Africa and Africa is for the family, the new movie channel immediately turned profane, with Turner bosses signing off of a deliberate decision to include a "Holy Mother of Jesus!" in the 1-minute promo video for TNT.
It's not clear why Turner decided to include the blasphemous epithet in its 70 seconds TNT promo that families watching TNT on MultiChoice's DStv or Cell C black, and who might consider tuning to the channel, might find offensive or off-putting.
Turner dumped and replaced TCM, switching it to the TNT channel from today, 21 September.
TCM has been available on MultiChoice for 23 years on DStv, as well as on Cell C's subscription video-on-demand streaming service, Cell C black, since late last year, with TCM that reached 6.7 million viewers across 49 English-speaking African countries.
In a statement Turner International issued on Thursday about TCM switched out for TNT, the company said that TNT is "a young, fresh and entertainment-filled offering for the entire family".
Turner was asked through its South African PR agency, Burson Cohn & Wolfe on Thursday afternoon why, if TNT is for the "entire family" it deliberately decided to include in the short promo the American actor Chris Tucker shouting "Holy Mother of Jesus!" from the film Rush Hour 3.
On Friday afternoon Turner in response to the media enquiry said: "Turner is aware of the concerns raised regarding the new slate for TNT. The channel takes great pride and care in ensuring that all of its programming is reflective and respectful of local cultures, and regulations."
"Therefore, the TNT programming team is carefully listening to its African fans and aims to ensure the channel keeps offering a diverse, fresh selection of movies combined with beloved American blockbuster references such as Rush Hour 3, which is one of the channel's best performing movies for the past 2 years."
"Most importantly, all our programming comes with appropriate age restrictions, prompts for viewer discretion and other appropriate precautionary measures."
The inclusion of specifically "Holy Mother of Jesus!" in the promo video is odd since Turner has only 70 seconds to bring across the look and feel of its TNT brand on DStv and Cell C black.
Turner decided to indicate through the promo that TNT is actually apparently not that family-friendly. The TNT promo has the potential to offend some of the possible audience Turner and TNT is trying to reach before they have even made a decision to possibly watch TNT or not.
It also raises questions as to how well or not Turner International is actually attuned or care about South African or African audiences, since including a blatantly blasphemous line in a generic channel promo is surely something that a company that knows South Africa and Africa's TV market should know is a no-no.
As an international company that wants to do business in Africa and South Africa and wants to gain traction with customers and viewers, Turner International with the TNT shows a shocking lack of sensitivity to who the audience actually is.
