Cartoon Network Anything will focus mainly on bespoke short form content.
Cartoon Network has launched a TV network built exclusively for phones and tablets. The app, which is called Cartoon Network Anything, is free and available for download on the App Store and Google Play.
This new app will sit alongside the network's existing apps like Cartoon Network Watch and Play, which are used to download the network's existing shows.
The network adds that Cartoon Network Anything is a continuously updated stream of content consisting of games, activities, super-fast trivia quizzes, and interactive video games, each of an approximate 15 seconds in length. Once users finish with one item, they simply swipe the screen to move on to the next.
Cartoon Network Anything will premiere Mighty Magiswords, an animated micro-series created specifically for this platform, along with a slew of new Asia-Pacific-made short-form content such as Beat Monsters from Korea, Lamput from India, The Sketchy Show and Bill & Tony from Australia.
Cartoon Network's recent research -- New Generations 2015 -- reveals that in smartphone households with children in Southeast Asia, 86 per cent kids use apps at least weekly. Those aged 4-14 years, access on an average, five apps every month. According to a an official statement, Cartoon Network Anything is the next step in the network's mobile expansion, with a platform-specific strategy that provides content unseen anywhere else in the marketplace.