When it comes to commercials, less will be more for TNT.  Kevin Reilly, president of Time Warner Inc. TWX 1.38 % ’s TNT and TBS cable networks, said he wants fewer advertisements during some TNT shows.  “We’ve overstuffed the bird,” Mr. Reilly said of the advertising loads on some Turner Broadcasting channels at the semiannual Television Critics Association press tour in Pasadena, Calif., on Thursday.  Time Warner’s TruTV has already started to reduce its ad load in some of its original programming. With TNT, Mr. Reilly said he would like to start by cutting advertising by 50% in three dramas the network is developing.  “We need to create a better viewing experience,” he said. In addition, the current commercial load dilutes the individual advertisements, he said.  So-called commercial clutter on cable has been an issue in the television industry for many years. Cable networks typically cut opening and closing credits from the reruns they air to squeeze in more advertisements. Some networks even go so far as to speed up the content of shows in order to add more commercials.  Turner is also going to experiment with more native advertising -- longer ads for one product, which is often its own self-contained story or somehow connected to the show. Mr. Reilly said Turner wants “deeper relationships” with its advertisers.  Time Warner isn't the only media giant that is starting to reduce its commercial clutter. Viacom Inc., VIA 4.33 % owner of MTV, BET and Comedy Central, has also said it is lowering the amount of advertising in its shows.  Mr. Reilly, who took over as head of the networks about a year ago, also unveiled a large slate of new original shows for TBS and TNT, both of which have endured ratings declines over the past year.  “We’re supplementing our original programming budget with over $1 billion over the next three years,” Mr. Reilly said. TNT is also taking a slightly darker tone in its dramatic programming as it seeks to compete with FX and AMC, which have found success with serialized dramas such as “Fargo” and “The Walking Dead,” respectively. “To be a success today, you’ve got to be part of the cultural conversation and make some noise,” Mr. Reilly said.  TBS, which is known primarily for a heavy load of reruns of “The Big Bang Theory” and Conan O’Brian’s late-night show, has several original comedies in the works. Mr. Reilly noted that both broadcast and cable channels have been cutting back on original comedies in favor of dramas and that there is an opening for TBS. He said he wants TBS to have a similar comedic edge to Turner’s Adult Swim channel, which scores high ratings among young men.  Write to Joe Flint at joe.flint@wsj.com
Kevin Reilly, president of TNT and TBS, is pressing for fewer commercials to air during TNT shows in hopes of improving the viewing experience and not diluting the advertising.