Bring on the competition, says Cartoon Network as it turns 10

The channel is all geared up to launch new programming and marketing initiatives

Cartoon Network has just completed a decade in India. It enjoyed a monopoly in the country till 2004, when quite a few new channels entered the kids’ genre. However, Cartoon Network doesn’t feel threatened by the growing competition.

Speaking to agencyfaqs!, Ian Diamond, senior vice-president and general manager, Turner Entertainment Networks Asia, says, “Our biggest achievement is the level of penetration we have achieved in the Indian market. Currently, we reach 26 million households in terms of distribution. We are not at all threatened by other kids’ channels in India and, therefore, we don’t plan any major strategic shift in terms of programming or marketing.”

He adds, “We have categorised our programming initiative into various groups. Research and understanding the preferences of our viewers is one important aspect on which we will focus. We will also try and stress invention and delivery of entertainment solutions. Our third agenda is to create integrated quality content for the channel.”

Cartoon Network is launching a new series of ‘Pokemon’, which includes ‘Master Quest’ and ‘BeyBlade V Force’, and ‘Duel Masters’ as a part of its new programming initiative. Apart from these, the channel also plans to strengthen its programming content for pre-school kids.

As a part of its Diwali celebrations, starting October 24, Cartoon Network will feature seven full-length animated movies. The list of movies includes ‘Balto’, ‘Hot Wheels – Acceleracers’, ‘Alvin & The Chipmunks Meet Wolfman’, ‘Thumbelina’, ‘Ferngully – The Last Rainforest’, ‘Titan AE’, ‘Justice League Unlimited – The Movie’, ‘Ramayana – The Legend Of Prince Ram’ and ‘Vikram Betal’.

Referring to the new programming initiatives for Pogo, Diamond says, “We are introducing ‘MAD’ (Music, Arts and Dance) and ‘Bam Bam Bam Gir Pade Hum’. We will also be introducing a new show called ‘Malgudi Days’. This has been adapted from the book written by R. K Narayan.”

Pogo has also lined up a series of movies for its Diwali celebrations. Starting from October 27, Pogo will feature five movies – ‘Baby’s Day Out’, ‘Home Alone’, ‘Harry Potter and The Sorcerer’s Stone’, ‘Harry Potter and The Chamber of Secrets’ and ‘Richie Rich’.

The channels have lined up a couple of on-ground activities to coincide with their programming initiatives. Vivek Krishnani, director, marketing, Cartoon Network, says, “The last quarter of the year will witness a number of activities from both Cartoon Network and Pogo. We will have the Pogo Amazing Kids’ Awards, followed by Toon Cricket. Both events will include a host of on-air, off-air and below-the-line activities.”

Toon Cricket will be a triangular series and Cartoon Network has roped in Wasim Akram and Mark Waugh as captains of two of the teams. The channel will also launch a captain’s hunt and the winner will lead the third team in Toon Cricket.

To conclude, Krishnani says, “Ten years has been a long journey and, through this, a brand has been established. The challenge now is to develop multiple initiatives that go beyond the confines of television.”

© 2005 agencyfaqs!

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