Cartoon Network - The Indian Experience

CARTOON NETWORK IN INDIA

Prior to Cartoon Network's entry, Indian TV viewers could see cartoons only during a few time-slots on the state-owned Doordarshan and some other satellite TV channels. The channel realized that it would have to build cartoon/animation viewership virtually from scratch. In addition, it had the task of building its brand equity amidst the clutter of numerous satellite TV channels (Refer Exhibit II).

However, as there were no established players, it was not very difficult for Cartoon Network to get itself registered in the viewer's mind as a channel synonymous with cartoons. Gradually, children across the country tuned in to the channel, and Cartoon Network established itself as a major player in the Indian satellite TV market. Soon, the globally popular cartoons became household names in the country.

Taking its localization efforts further, the channel introduced Tamil-dubbed shows in February 2000. Kathy McClaure, Vice President Programming, Turner Network, Asia, said, “The bringing in of Tamil-dubbed cartoons is to further reinforce Cartoon Network's commitment to bring localized programming.” Hindi and Tamil dubbing was done in collaboration with Indian TV software production house UTV.

Some of the cartoon shows that were dubbed in Hindi and Tamil were Scooby Doo, Flintstones, Swat Kats, The Mask, The Addam's Family, Johnny Quest and Captain Planet (Refer Exhibit III for some of the channel's famous cartoon characters). By mid- 2000, Cartoon Network reached an estimated 10 million homes in India, appealing to children between 4 and 14 years.

To strengthen the Cartoon Network brand, the channel carried out a series of promotional activities. In May 2000, it introduced the concept of ‘Super-Size Cinema,'that premiered new cartoon shows and involved children in various games.⁴ The first Super-Size Cinema in India was the ‘X-Treem Toon Challenge'show.

It was featured on a 35-foot inflated screen at Mumbai's Andheri Sports Complex. An estimated 10,000 children attended this event. The challenges involved climbing a wall and rope ladders to climb up. Later on, Super-Size Cinema was offered in other cities like Delhi, Mumbai, and Chennai.

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.

[4] Launched in India as a part of the channel's marketing efforts, Super Size Cinema was common in US.

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