Cartoon Network
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SUPERBRANDS 2012 superbrandsindia.com cartoonnetworkindia.com CARTOON NETWORK preference for shows like Ben 10, Johnny Test or Cartoon Roll No. 21, the fact is that Cartoon Network Network ‘Fun Day has become the ultimate destination for fun, Out' and 'Go Active humour, adventure, superheroes and Fun Run' were other on- best friends. Indeed, the channel has ground events that made attained a status where parents headlines. ‘Fun Day Out’ is a believe that if their kid has to multicity event that is packed with watch television they would prefer character performances, meets and it were Cartoon Network. greets, games, contests, dances and tons Given the wide areas of potential of fun. The Cartoon Network ‘Go Active Fun contact, Cartoon Network is Run’ was a non-competitive game in which each It is almost impossible to imagine a world without television – a medium that transcends religion, caste, sex, increasingly focusing on 360-degree kid teamed up with a parent to promote a communications in interacting with kids. healthy lifestyle through a pro-social initiative. even education and is enjoyed by all alike. It is an integral part of life from as early as when kids are four The brand now addresses children Brand Values years old. The kids of the 21st century are seemingly blessed for they have had the pleasure of growing up through online, agreement with Cartoon Network provides a 360-degree brand with Bugs Bunny, Johnny Bravo, Mojo Jojo, Scooby Doo, Tom and Jerry and Ben 10. Pioneering the kids' mobile, on-ground, leading French experience that guarantees to entertain and licensing and animation studio, Xilam, animate every day of life. It delivers the best entertainment genre across the world including India, Cartoon Network is a powerhouse of fun and laughter merchandising and to create Season 4 of the hit animated comedy adventure, action and comedy in a uniquely and now also a Superbrand. other platforms. series: Oggy and the Cockroaches. The co- engaging way. The brand provides fun and The licensing production agreement reinforces Cartoon entertainment that with equal élan, can be and merchandising Network’s ongoing commitment to investing in enjoyed by adults as much as by children. It's the industry in India premium quality animation. instrument that makes a kids' world go around; animation in 1995 revolutionised the space and gave kids a has grown exponentially. Today, it is reputed to The recent breakthroughs for Cartoon a buddy who delivers what a child has in mind; a Market in India. The channel now channel they could call their own. Initially, limited be worth almost US$ 150 million (C825 crore) Network Enterprises are its e-books which confidante to little hearts and a hero to others. The media and entertainment (M&E) reaches more than 30 million to twelve hours of telecast each day, Cartoon and, other than television itself, is seen to be include picture books, junior novels, colouring Cartoon Network is the brightest, biggest, industry comprises several powerful viewers. Network converted itself into a 24-hour one of the most powerful tools for and activity books and video e-books. These fastest and funniest brand around, with a vivid vehicles – many much older than Drawing from the world’s channel in 2001 with broadcasts in India, communication. Kids want to have their allow kids to read and listen to the favourite imagination with which to captivate its audience. television, but it is television that largest cartoon library, Cartoon Nepal and Bhutan. The library of shows favourite characters on their stationary, bags, episodes of Cartoon Network shows. M.A.D. The channel is not just the best place for commands pride of place in the Network showcases original series grew to include cartoons such as Tom and lunch boxes, bottles, clothes, toys; in fact, any books are now increasingly being incorporated cartoons; it is the best destination for a kid. business pecking order. Television has including Ben 10, Ben 10 Alien Force, Ben Jerry, Droopy, Spike and Tyke and The place where they believe their relationship with into school curricula. been around for more than five 10: Ultimate Alien, Generator Rex, The Looney Tunes. New shows were their heroes will grow. decades in India. Today, it is estimated Powerpuff Girls, Tom and Jerry and Roll added each year strengthening the Cartoon Network Enterprises (CNE), the Promotion to account for almost half of the Indian No. 21. channel’s popularity. In 1999, licensing and merchandising division for Cartoon It is not unusual for a channel to promote its M&E revenue and is projected Cartoon Network was the Dexter's Laboratory, Cow & Network and Pogo has reflected the growth of shows and characters on-air via promos, bugs, to be over twice the size of first kids’ channel to recognise Chicken, I Am Weasel, Ed, Edd ‘n' the industry by surging forward almost 70% and tickers or contests. But what Cartoon Network print media – the second the large swathe of children Eddy and Johnny Bravo were adding 680 stock keeping units (SKUs) to its does better than the rest is bridge the gap largest media sector – by who spoke only in a launched and in 2000 even more repertoire in 2011. CNE products based on between kids and reel cartoons, 2015. vernacular tongue. To reach Cartoon Network originals were popular brands like Ben 10, Dexter’s Laboratory, by organising events where The kids’ them it made available introduced, including The Powerpuff The Powerpuff Girls, Generator Rex, etc. are kids can meet their favourite entertainment genre content dubbed in regional Girls, Mike, Lu & Og available in over 5300 retail counters across characters and interact has also reflected the languages like Hindi, Tamil and Courage the Cowardly Dog. India. These and other such exploits resulted in with them. growth of the industry and Telugu. It was also the In 2004, a separate feed was CNE winning the coveted Licensor of the Year Over the years, Cartoon and after mass first international kids’ started for viewers in Pakistan award in December 2011. Network has nurtured these general channel to acquire over and Bangladesh with different Over the past decade, there has been a four- on-ground events into brands themselves that entertainment 50 locally produced programming schedules. fold increase in kids’ access to computers and kids across the country eagerly await. One such channels (GEC) is animated series. Three years later, Cartoon Network's internet at home. This represents huge event is Toon Cricket – Cartoon Network’s the largest in terms Much of Cartoon global sensation Ben 10 hit the Indian opportunities for content providers to expand most successful annual on-ground property. of viewership. It Network's programming is market and generated success on every the presence of a brand or a character in the With over ten years of cricket matches commanded an based on a deep understanding platform it was leveraged – mobile and online space through smart between the channel’s most extraordinary 18.30% of of child psychology. Cartoon online, mobile, merchandise, ad popular characters like Tom the viewership pie in 2011. Evolution in the kids' Network launched the sales and on-ground – truly genre has come in many forms. With fourteen groundbreaking kids’ survey making content available to Things you didn’t know about players in the market, it has come from titled New Generations™. First kids ‘Anytime, Anywhere’. increased competition and also from regional unveiled in India in 2001, New At the turn of the Cartoon Network feeds in Hindi, Tamil, Telugu, Marathi and Bengali. Generations™ remains the largest kids’ decade Cartoon Network The change has also been in the type of research study in India analysing the evolution aired its first Indian original animated show titled Tom and Jerry celebrated their 70th programmes – everything from international and future trends of Indian kids, including their Roll No. 21. It was a giant leap of faith and anniversary in 2010 with great panache and licensed content, to Japanese anime and to local behaviour, attitudes and preferences. reiterated Cartoon Network's keenness to hype in India with celebrations ranging from animation as well. There are several innovations that have made grow the Indian business and market. on-air contests, jokes on radio to branding a Cartoon Network’s website the kids' first port Not only has Cartoon Network refreshed its local train in Mumbai called the TJ Express Achievements of call. In 2009, the website launched a content, but over the years, it has also The launch of Ben 10: Ultimate Alien in 2010 Cartoon Network's No. 1 status isn't a pioneering user-generated game creation and rebranded itself. The original Cartoon Network was celebrated with an unveiling of a larger- coincidence. Despite the increasing competition sharing platform called the Game Creator. This checkerboard was replaced by the CN logo. In than-life 20 foot Ultimatrix with a base made in the kids’ TV entertainment space effort attracted over 63,000 games created by 2011, the two were combined, adding zing to of chocolate Cartoon Network continues to be the kids and over 63 million games played by the Cartoon Network presentation. Its kids’ favourite entertainment channel. them. An interactive application called tagline, It's a Fun Thing, phones, tablets and computers. ‘Content and Jerry, Scooby Doo, The Powerpuff Girls, 346,417,546 units of Cartoon Network mantra The brand has planned its strategy Toonix was separately launched which was designed to Anytime, Anywhere’ is the of new-age Dexter, Johnny Bravo, Ben 10 and others, it products were sold in the Asia-Pacific region carefully. From Bugs allowed kids to create their own appeal broadcasters.