Cartoon Network dons a ‘desi’ look for 2006

Cartoon Network plans to shift its programming focus to more locally produced animated shows. As a start, the channel has acquired three new Indian animation productions. The list includes ‘Akbar & Birbal’, a 13-episode series created by Phoebus Creations, and two theatricals, ‘The Legend of Buddha’ and ‘Son of Alladin’, created by Pentamedia Graphics.

Speaking to agencyfaqs!, Vishnu Athreya, senior programming manager, Cartoon Network India, says, “When we launched the channel in India, our objective was to build awareness on animation as a genre. Since the late 1990s, we have promoted and acquired home-grown properties such as ‘Sindbad’ and ‘Pandavas’, followed by ‘Legend of Prince Ram’, ‘Tenali Rama’, ‘Chota Birbal, ‘Jungle Tales’ and, more recently, ‘Vikram Betal’. Through these programmes, we have been able to create enough popularity for animations produced locally. So, moving forward from here, we decided to provide more local productions to the Indian audience.”

‘Akbar & Birbal’ will be launched on January 15 and aired every Sunday at 10 am. Athreya emphasises that a very integral part of the channel’s strategy this year is to concentrate on co-viewing. Athreya says, “Since its inception, both Cartoon Network and Pogo have been conscious of the fact that kids’ television viewing depends mostly on the parents. So, the channel will launch shows that will complement the choice of both children and parents.”

The two animated feature films, ‘The Legend of Buddha’ and ‘Son of Alladin’, will have their television premiere on Cartoon Network later this year. The former traces the life of Lord Buddha from his childhood through his Nirvana. ‘Son of Alladin’ is an adventure story inspired from the tales of the Arabian Nights.

Athreya adds, “From this year onwards, we will be closely involved in lending our expertise to developing concepts, looking at various possibilities for the Indian market. Basically, the idea is to make the proposition beneficial for both animation production houses and us. Having said that, I must admit that we have increased production scales. We are in discussion with a number of studios for tie-ups.”

Cartoon Network has enjoyed a close to monopoly in the Indian market for more than 10 years. However, with the emergence of a number of kids’ channels, Athreya believes that the genre has grown and the competition will only grow. In terms of revenue also, Athreya says, “Television will be the main driver for us because it is only through this platform that we can promote a brand that might transform later on into a consumer product.”

© 2006 agencyfaqs!