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...

By the beginning of the 21^st century, the channel was being seen in 15 million homes. Its ratings went up by 73% from April 2001 to April 2002, and its website attracted page views of 5.5 million per month. Cartoon Network tied up with retailing major Weekender in late 2002. It was also reportedly looking for a partner for licensing and merchandising stationery.

All's Not Well in Toonland

Cartoon Network's Hindi and Tamil versions were criticized by some analysts and a section of the audience. They were unhappy at being forced to listen to the localized versions of such cartoon network programs. Initially these Hindi cartoons were offered only for a short time-slot and there was a balanced mixture of the same cartoons offered in English and Hindi languages, at different hours of the day. But gradually most of the cartoons were dubbed in Hindi and they formed a major part of the network's programs.

According to many cartoon fans, characters like Bugs Bunny, Daffy Duck, Elmer Fudd, Porky Pig, Tweety Bird, and Sylvester Cat were not even half as entertaining in the Hindi-speaking versions as they were in the English versions. Many parents objected to dubbing in local languages because they wanted their children to learn a few English words and phrases through the medium of cartoons.

In focus group discussions conducted by the Center for Advocacy and Research in early 2002, many parents voiced their concerns and objections about the Hindi versions because their children were picking up inappropriate language from them. As a result, Cartoon Network had to temporarily suspend all Hindi programming and conduct a 'Standards and Practices' review.

Commenting on this, a Cartoon Network spokesperson said, "It has been our observation that no real industry standard has been set for the quality of Hindi dubbed children's TV content. We have also observed that what is considered acceptable language differs widely among the small minority of parents supervising their children's TV viewing."

Following the review, Cartoon Network decided to use the lower end of the tolerance scale as a new benchmark for measuring the quality of its Hindi content and also began to re-dub shows that needed language corrections/improvements. The network restarted its Hindi transmissions in May 2002.

A few industry observers remarked that in order to appeal to older viewers, Cartoon Network had started offering more violence, horror and adventure-based programs. They feared that such programs would have a negative effect on children. The channel was also criticized for exploiting the pester power of children by airing advertisements that targeted children.

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