When TBS, the station of comedy reruns, announced that it had snagged Conan O’Brien, media observers responded with a collective "huh?" But what at first blush seemed like an odd pairing, made perfect sense, not so much for what the network had been but for what it was aiming to become: a network of original programming with a target audience of 25-year-old males. (In other words: goodbye, Sex and the City; hello, Family Guy.) Following its Conan coup, the station has stepped up its rebranding efforts, recently launching a goofy, animated version of its old smile logo.
Bolstered by some 2 million Twitter followers, a first-of-its-kind social media strategy, and an innovative digital team, Conan soared back onto the late-night scene with huge ratings, besting David Letterman and arch-nemesis Jay Leno with 4.2 million viewers.