Case Studies and Management Resources
Asia's Most Popular Collection of Management Case Studies |
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Case Studies and Management Resources
Asia's Most Popular Collection of Management Case Studies |
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The channel offered animation programs from TBS's extensive library of more than 10,000 Warner Bros, MGM and Hanna-Barbera cartoons. Over the next few years, the channel was launched in Europe, Latin America and Asia Pacific regions. 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. In March 1998, Cartoon Network launched CartoonNetwork.com, a website offering cartoons on the net.
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According to Nielsen Net Ratings, CartoonNetwork.com stood as one of the world's top ten Websites, in terms of time spent on-site, during March 1998. Cartoon Network had huge advertising and promotional agreements with leading companies such as Reebok, McDonald's, Disney, and Nintendo. According to Cartoon Network sources, in February 2001, the channels had a subscriber base of over 75 million in 145 countries. |
While Cartoon Network was shown in the morning slot (5 a.m.-9 p.m.), TNT showed classic Hollywood movies in the night slot (9 p.m-5 a.m.). In the late 1990s, Turner Classic Movies (TCM) replaced TNT, though the content remained the same. As the pioneer in the Indian cartoon and animation market, Cartoon Network quickly gained popularity and a huge fan following in major metros.
Prior to Cartoon Network's entry, Indian TV viewers could see cartoons only during a few time-slots on the state-owned Doordarshan and some other satellite TV channels. The channel realized that it would have to build cartoon/animation viewership virtually from scratch. In addition, it had the task of building its brand equity amidst the clutter of numerous satellite TV channels (Refer Exhibit II).
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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