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;

Cartoon Network - The Indian Experience| Case Study

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All's Not Well in Toonland Contd...

According to analysts, children play a major role in a family's purchasing decisions. As a result, many companies developed advertisements that appealed to children, and persuaded them to drag their parents to showrooms. The analysts remarked that it was unethical for Cartoon Network to exploit the vulnerability of children.

The growing competition in the industry continued to pose a threat to Cartoon Network. While Kermit and Nickolodeon offered a mix of action, adventure and game shows, movies, serials, puppet and chat shows, apart from cartoons, Cartoon Network was completely based on cartoon/animation shows.

Many analysts considered this restrictive programming a major threat to the channel's future in India. Nickolodeon, which had associated itself with the Zee network, was reportedly planning many new shows and promotional exercises similar to Cartoon Network's.

By mid-2002, its shows reached 9.8 million homes through its own channel, and around 30 million homes through its programs on Zee TV.

Another worrying issue was that Zee, which aired one-hour of Disney cartoons, reportedly drew more revenues than Cartoon Network, largely because it was a free-to-air channel.

However, sources at the channel were confident of sustaining their leadership position in the market on account of its first mover advantage, its rigorous promotional activities and, its indigenization efforts. Ian Diamond, Senior Vice-President and General Manager, Turner Entertainment Networks, Asia Pacific region, said, "It's now time to build on the growth, and ensure that Cartoon Network 'fits in with local culture and sensibilities.'

Exhibits

Exhibit I: About Animated Cartoons
Exhibit II: A Note on the Indian TV Market
Exhibit III: Cartoon Network's Famous Cartoons