Case Studies and Management Resources
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Case Studies and Management Resources
Asia's Most Popular Collection of Management Case Studies |
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Commenting on this launch, Keith Crofford, Program Development Vice-President, Cartoon Network, said, "A third of our audience has always been adults. This is a way to get more adult shows out there for this audience." According to analysts, the 'across age barriers' appeal of Cartoon Network was the reason why it attracted non-traditional advertisers such as BPL, Intel and the National Egg Coordination Committee. Some of the other leading advertisers on the channel were Luxor, Archies Cards, Novartis, Nestle, Pepsi, Coca-Cola, Parle, and Cadbury's. During May-July 2001, Cartoon Network became the second most watched channel in Kid's Prime Time (4.00-8.00 p.m.), among 4-14 year-olds in the Cable and satellite (C&S) households.
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By 2002, Cartoon Network was offering eight hours of Hindi programming on weekdays and nine hours of the same on weekends. Apart from this, the channel was also offering a three-and-a-half hour programming schedule in Tamil on weekdays. |
Also, though exact figures were not available, the channel's advertising revenues reportedly grew at 40% for the calendar year 2000-01 and 47% for 2001-02. By the beginning of the 21st century, the channel was being seen in 15 million homes. Its ratings went up by 73% from April 2001 to April 2002, and its website attracted page views of 5.5 million per month. Cartoon Network tied up with retailing major Weekender in late 2002. It was also reportedly looking for a partner for licensing and merchandising stationery.
Cartoon Network's Hindi and Tamil versions were criticized by some analysts and a section of the audience. They were unhappy at being forced to listen to the localized versions of such cartoon network programs. Initially these Hindi cartoons were offered only for a short time-slot and there was a balanced mixture of the same cartoons offered in English and Hindi languages, at different hours of the day.
Case Code : BSTR035
Themes: Brand Management
Case Length : 10 Pages
Period : 1999-2002
Organization : Cartoon Network
Pub Date : 2002
Teaching Note : Available
Countries : India
Industry : Media and Entertainment
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