Cartoon Network - The Indian Experience

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Themes: Brand Management
Period : 1999-2002
Organization : Cartoon Network
Pub Date : 2002
Countries : India
Industry : Media and Entertainment

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Case Code : BSTR035
Case Length : 10 Pages
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Cartoon Network in India Contd...

However, as there were no established players, it was not very difficult for Cartoon Network to get itself registered in the viewer's mind as a channel synonymous with cartoons. Gradually, children across the country tuned in to the channel, and Cartoon Network established itself as a major player in the Indian satellite TV market.

Soon, the globally popular cartoons became household names in the country. The entry of other players into the market during the late 1990s resulted in intense competition. Kermit and Nickelodeon, leading children's channels entered India in 1999 and soon garnered impressive viewership figures. The Star, Zee, and SAB TV networks also started airing cartoons during specific time-slots.

To succeed in this competitive environment, Cartoon Network worked out a broad strategy that emphasized on 'localization' and marketing. It localized the content by dubbing its cartoons in Hindi (January 1999) to appeal to the Hindi-speaking audiences.

The first dubbed program, 'Toon Tamasha,' was received very well. The channel then started offering Hindi versions of various popular cartoons. By February 2000, Cartoon Network was offering nine hours of Hindi programming every day. Taking its localization efforts further, the channel introduced Tamil-dubbed shows in February 2000.

Kathy McClaure, Vice President Programming, Turner Network, Asia, said, "The bringing in of Tamil-dubbed cartoons is to further reinforce Cartoon Network's commitment to bring localized programming." Hindi and Tamil dubbing was done in collaboration with Indian TV software production house UTV.

Some of the cartoon shows that were dubbed in Hindi and Tamil were Scooby Doo, Flintstones, Swat Kats, The Mask, The Addam's Family, Johnny Quest and Captain Planet (Refer Exhibit III for some of the channel's famous cartoon characters). By mid- 2000, Cartoon Network reached an estimated 10 million homes in India, appealing to children between 4 and 14 years.

To strengthen the Cartoon Network brand, the channel carried out a series of promotional activities. In May 2000, it introduced the concept of 'Super-Size Cinema,' that premiered new cartoon shows and involved children in various games.⁴ The first Super-Size Cinema in India was the 'X-Treem Toon Challenge' show.

It was featured on a 35-foot inflated screen at Mumbai's Andheri Sports Complex. An estimated 10,000 children attended this event. The challenges involved climbing a wall and rope ladders to climb up. Later on, Super-Size Cinema was offered in other cities like Delhi, Mumbai, and Chennai.

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4] Launched in India as a part of the channel's marketing efforts, Super Size Cinema was common in US.