Cartoon Network - The Indian Experience*

            


Details

Case Code : CLBS013
Publication date : 2004
Subject : Business Strategy
Industry : Media
Length : 03 Pages
Price : Rs. 50

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Key words:

entertainment channels, animation market, benchmark, time-slots


* This caselet is intended for use only in class discussions.
** More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.

 


Abstract: ICMR India ICMR India ICMR India ICMR India RSS Feed

The caselet examines the growth and evolution of Cartoon Network, the leader in the children’s TV entertainment segment in India. The localization and brand building initiatives taken by the channel are explored.

Issues:

 » The business logic behind running a niche TV channel as against a general entertainment channel.

 » The strategies that helped Cartoon Network not only emerge and remain the leader in the children’s entertainment segment but also in the overall Indian satellite TV market.

 » The pros and cons of following a restrictive programming mix as against a varied programming mix for a niche TV channel.
Introduction

Cartoon Network was first launched in the US in October 1992, by one of the world's leading media companies, Turner Broadcasting System (TBS).


Cartoon Network not only showed famous cartoons, but also original shows developed in-house such as Mike, Lu & Og, Ed, Edd n Eddy, Johnny Bravo, The Powerpuff Girls, Cartoon Cartoons and Dexter's Laboratory. These cartoons became extremely popular across the world, making Cartoon Network one of the leading children's entertainment channels during the 1990s....

Questions for Discussion:

1. The Indian TV audience is largely ‘movie-sports-news’ centric.” In light of this statement, critically comment on Cartoon Network’s decision to enter the Indian market. Also discuss the initiatives that helped it become a leader in the children’s TV entertainment segment.

2. Do you think Cartoon Network’s localization of content destroyed the entertainment value of the original, classic cartoons?