Cartoon Network - The Indian Experience

Background Note Contd...

Cartoons were introduced for the first time on TV in 1950 with Jay Ward's 'Crusader Rabbit' in the US. However, the development of cartoons specifically for TV did not begin till the 1960s as animated feature films ruled the market till then. However, with audiences preferring TV to cinema houses, many cartoon studios had to close shop.² This gave momentum to the production of animated cartoons for TV. Some of the best-known cartoon series were developed during the next two decades: 'Scooby Doo,' 'The Flintstones,' 'The Jetsons,' 'The Speed Buggy,' and 'The Snorks.' The leading producers were Hanna Barbara, Filmation and DIC.

Meanwhile, TV extended its reach to all corners of the world with the advent of satellite broadcasting technology during the mid-1970s. It now became possible for TV networks to show their programs all over the world. The satellite TV industry soon established itself, reaching out to millions of subscribers all over the world.

By the 1980s, TV had established itself as an effective and powerful medium of communication that had access to the drawing rooms of billions of households, and generated huge revenues through advertisements. The intense competition between TV companies, forced them to device new strategies to stay ahead. One such strategy was the development of programs that targeted specific sections of the community.

A few television channels focused on the children's segment, and began developing programs that would appeal to children. Since cartoons appeal to children across the world, channels like Cartoon Network, Nickelodeon, and Fox kids were set up to leverage this niche market. Cartoon Network was first launched in the US in October 1992, by one of the world's leading media companies, Turner Broadcasting System³ (TBS).

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2] Mid-1980s onwards, many US movie studios had again started making animation films. Many of these films – Aladdin,
The Lion King – were very successful. Moreover, movies based on cartoon characters proved to be huge money-spinners.
Batman, Spiderman, X-Men, and Scooby Doo movies did phenomenally well across the globe.

3] TV industry major TBS is a part of the US-based media giant AOL/Time Warner. In addition to Cartoon Network, TBS
runs TV networks such as CNN, TNT, Boomerang, Atlanta Braves, Atlanta Hawks, Atlanta Thrashers, and Goodwill Games.

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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