Cartoon Network - The Indian Experience

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Themes: Brand Management
Period : 1999-2002
Organization : Cartoon Network
Pub Date : 2002
Countries : India
Industry : Media and Entertainment

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Case Code : BSTR035
Case Length : 10 Pages
Price: Rs. 300;

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Cartoon Network in India Contd...

Cartoon Network offered many other programs and contests that involved kids. Promotional activities other than Super Size Cinema and the cricket tournament included:

• Dream Diwali – Prior to the festival of Diwali, Cartoon Network asked children to send answers to some questions asked during cartoon shows. Based on these responses, the channel sent popular cartoon characters to visit the houses of selected children.
• Cartoon Network Sound Machine – A team of cartoon characters visited various cities to promote a 'dial-in' facility, at which children could telephone and leave their messages. These messages were aired on Cartoon Network at a given date later on. Over 0.5 million children participated in the event.
• Toon Hunt for Scooby Doo – Cartoon Network stopped showing shows involving one of the most popular characters, Scooby Doo, for a certain period. This was followed by a treasure hunt type of 'search campaign,' in which children were asked to search for Scooby Doo.
• Save Dexter's Brain – The cartoon character, Dexter, disappears from the network on account of amnesia. Children were asked to help restore Dexter's memory by talking to him (an actor) and reminding him of people, incidents and things related to him.

Cartoon Network also focused on leveraging the latest technologies to offer quality and innovative programming. Its website, cartoonnetworkindia.com, allowed children to communicate with their favorite cartoon characters, premiered new cartoons, offered downloadable games, Scrap Book, e-cards and a customized homepage.

In July 2001, on account of its growing popularity, Cartoon Network announced that it would offer 24-hour non-stop service. According to industry sources, the 24-hour service was a part of the channel's global strategic mission to place cartoons and animation in level with general entertainment that appealed to both children and adults.

The 24-hour service introduced a new range of program franchises and many Cartoon Network originals, Japanese animations and other acquired cartoon and animated shows. New program franchises included Boomerang, Cartoon Cartoon Fridays, Toonami and Acme Hour.

Acquired shows from other countries included Pokemon, Trouble Chocolate, Cardcaptor Sakura, and GI Joe. The network also offered premier shows such as Samurai Jack, Sheep in the Big City, The Powerpuff Girls, Time Squad, Courage the Cowardly Dog, Ed Edd & Eddy and Mike Lu & Og. The channel also introduced locally made shows such as Pandavas The Five Warriors.⁵

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5] Produced by Chennai-based Pentamedia Graphics, the movie won the National Award for best English feature film (2000) and the second best animation feature film at the Vancouver Effects and Animation Festival (2001).