Cartoon Network - The Indian Experience

Cartoon Network in India Contd...

Cartoon Network also focused on leveraging the latest technologies to offer quality and innovative programming. Its website, cartoonnetworkindia.com, allowed children to communicate with their favorite cartoon characters, premiered new cartoons, offered downloadable games, Scrap Book, e-cards and a customized homepage. In July 2001, on account of its growing popularity, Cartoon Network announced that it would offer 24-hour non-stop service.

According to industry sources, the 24-hour service was a part of the channel's global strategic mission to place cartoons and animation in level with general entertainment that appealed to both children and adults.

The 24-hour service introduced a new range of program franchises and many Cartoon Network originals, Japanese animations and other acquired cartoon and animated shows.

New program franchises included Boomerang, Cartoon Cartoon Fridays, Toonami and Acme Hour.

Acquired shows from other countries included Pokemon, Trouble Chocolate, Cardcaptor Sakura, and GI Joe.

The network also offered premier shows such as Samurai Jack, Sheep in the Big City, The Powerpuff Girls, Time Squad, Courage the Cowardly Dog, Ed Edd & Eddy and Mike Lu & Og. The channel also introduced locally made shows such as Pandavas The Five Warriors.⁵ Interestingly, children were not the only ones who watched cartoons.

According to Cartoon Network sources, 30 to 40% of the channel's viewership constituted teenagers and adults. Most of the people who logged in to www.cartoonnetworkindia.com were in the 14 to 18 age group. This was not surprising as even globally, a significant portion of Cartoon Network's audience consisted of adults. Thus, Cartoon Network launched 'Night Shift,' a time-slot to satisfy the tastes of these viewers.

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5] Produced by Chennai-based Pentamedia Graphics, the movie won the National Award for best English feature film
(2000) and the second best animation feature film at the Vancouver Effects and Animation Festival (2001).

Case Details

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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