Deals

Show Time For Aol Time Warner

Bob Pittman's job is to implement the biggest merger in U.S. history. That's a tall order

Provide news feedback or report an error

Confidential tip?

Send a tip to our reporters

Site feedback:

Take our Survey

By Catherine L Yap-Yang

January 15, 2001 at 5:00 AM UTC

This article is for subscribers only.

It's a decade ago. Warner Communications and Time Inc. are merging, and wicked-smart CEO Steven J. Ross brings back his former protege, 36-year-old Robert W. Pittman, one of the creators of MTV, in a risky effort to fire up the combo's creative juices. Pittman's mission improbable: to launch a host of new businesses by exploiting synergies between the fiercely independent magazine, movie, and cable-TV units. If the division chieftains don't cooperate, Pittman has the green light to forge ahead without them. It's a dicey proposition, since the execs have "their knives out" for Pittman, says Henry R. Silverman, a Ross associate who now heads Cendant Corp.

Yet barely a drop of blood is shed while Pittman promotes one new venture after another--including the new cable channel Court TV, the hit TV sitcom Fresh Prince of Bel Air, and the revitalization of the Six Flags amusement parks. The biggest twist of all, though, is how Pittman manages it. By turns charming and steely, he convinces proud and powerful business-unit executives that they'll win more battles by playing ball than by balking. It doesn't hurt that he gives them much of the credit. "I try to be gracious to people," says Pittman.