Cartoon Network - The Indian Experience

Cartoon Network in India Contd...

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. Cartoon Network offered many other programs and contests that involved kids. Promotional activities other than Super Size Cinema and the cricket tournament included:

• Dream Diwali – Prior to the festival of Diwali, Cartoon Network asked children to send answers to some questions asked during cartoon shows.

Based on these responses, the channel sent popular cartoon characters to visit the houses of selected children.

• Cartoon Network Sound Machine – A team of cartoon characters visited various cities to promote a 'dial-in' facility, at which children could telephone and leave their messages.

These messages were aired on Cartoon Network at a given date later on. Over 0.5 million children participated in the event.

• Toon Hunt for Scooby Doo – Cartoon Network stopped showing shows involving one of the most popular characters, Scooby Doo, for a certain period. This was followed by a treasure hunt type of 'search campaign,' in which children were asked to search for Scooby Doo.

• Save Dexter's Brain – The cartoon character, Dexter, disappears from the network on account of amnesia. Children were asked to help restore Dexter's memory by talking to him (an actor) and reminding him of people, incidents and things related to him.

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

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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