Cartoon Network - The Indian Experience

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.

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. 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.'

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