Ted Turner: Media Mogul, Sports Visionary, and One-Day Braves Manager

Ted Turner, the legendary businessman, philanthropist, and sports team owner, passed away on Wednesday at the age of 87. His career left an indelible mark on media and sports, from founding Cable News Network (CNN) to revolutionizing television broadcasting.

Turner began his professional journey as the head of Turner Advertising Company, the business his father established. He transformed it into WTBS, the first nationally distributed “superstation” in the United States. This innovation reshaped television before Turner launched CNN in 1980.

Turner’s Sports Legacy: WCW, Braves, Hawks, and Thrashers

Beyond media, Turner’s influence extended into sports. He owned World Championship Wrestling (WCW) and multiple Atlanta franchises, including the Atlanta Braves, Atlanta Hawks, and Atlanta Thrashers. His ownership of the Braves included a brief, unconventional stint as the team’s manager.

Braves Manager for a Day: The 1977 Controversy

During the 1970s, Turner expanded his broadcasting empire in the South, consolidating networks under the TBS umbrella. In 1976, he secured a broadcasting agreement with the Braves, using WTCG—a station he owned—to air games. Satellite technology expanded the reach to nearly two million households. Turner then sold broadcasting rights to 24 other states, creating a near-monopoly for Braves media coverage. This leverage enabled him to purchase the team and the Hawks ahead of the 1976 season.

Turner’s hands-on approach sparked early controversy in 1977 when he signed Gary Matthews from the San Francisco Giants before his contract expired. MLB commissioner Bowie Kuhn suspended Turner for the season for contract tampering. Undeterred, Turner challenged the suspension in court while retaining control of the team.

May 11, 1977: Turner Takes the Helm

The Braves struggled in 1977, entering a May 11 game against the Pittsburgh Pirates with an 8-21 record and a 16-game losing streak. The day before, Atlanta had lost a double-header. Frustrated, Turner told manager Dave Bristol to take ten days off—he would manage the team himself.

“I just got through swinging in the cage, and I came out and walked behind the batting cage for the next round and Ted came out of the dugout and he walked behind the batting cage. I looked at him and jokingly I said, ‘Ted, what spot you got

Hall of Fame pitcher Phil Niekro, slated to start the game, recalled the moment during batting practice. Turner’s one-day managerial experiment remains one of the most unusual episodes in baseball history.