SUPERBRANDS 2012

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CARTOON NETWORK
Cartoon Network Fun Day Out' and 'Go Active Fun Run' were other onground events that made headlines. Fun Day Out is a multicity event that is packed with character performances, meets and greets, games, contests, dances and tons of fun. The Cartoon Network Go Active Fun Run was a non-competitive game in which each kid teamed up with a parent to promote a healthy lifestyle through a pro-social initiative.

It is almost impossible to imagine a world without television a medium that transcends religion, caste, sex, even education and is enjoyed by all alike. It is an integral part of life from as early as when kids are four years old. The kids of the 21st century are seemingly blessed for they have had the pleasure of growing up with Bugs Bunny, Johnny Bravo, Mojo Jojo, Scooby Doo, Tom and Jerry and Ben 10. Pioneering the kids' entertainment genre across the world including India, Cartoon Network is a powerhouse of fun and laughter and now also a Superbrand.
animation in India. The channel now reaches more than 30 million viewers. Drawing from the worlds largest cartoon library, Cartoon Network showcases original series including Ben 10, Ben 10 Alien Force, Ben 10: Ultimate Alien, Generator Rex, The Powerpuff Girls, Tom and Jerry and Roll No. 21. Cartoon Network was the first kids channel to recognise the large swathe of children who spoke only in a vernacular tongue. To reach them it made available content dubbed in regional languages like Hindi, Tamil and Telugu. It was also the first international kids channel to acquire over 50 locally produced animated series. Much of Cartoon Network's programming is based on a deep understanding of child psychology. Cartoon Network launched the groundbreaking kids survey titled New Generations. First unveiled in India in 2001, New Generations remains the largest kids research study in India analysing the evolution and future trends of Indian kids, including their behaviour, attitudes and preferences. There are several innovations that have made Cartoon Networks website the kids' first port of call. In 2009, the website launched a pioneering user-generated game creation and sharing platform called the Game Creator. This effort attracted over 63,000 games created by kids and over 63 million games played by them. An interactive application called Toonix was separately launched which allowed kids to create their own unique identities. Today, children are creating over 800 Toonix each week. in 1995 revolutionised the space and gave kids a channel they could call their own. Initially, limited to twelve hours of telecast each day, Cartoon Network converted itself into a 24-hour channel in 2001 with broadcasts in India, Nepal and Bhutan. The library of shows grew to include cartoons such as Tom and Jerry, Droopy, Spike and Tyke and The Looney Tunes. New shows were added each year strengthening the channels popularity. In 1999, Dexter's Laboratory, Cow & Chicken, I Am Weasel, Ed, Edd n' Eddy and Johnny Bravo were launched and in 2000 even more Cartoon Network originals were introduced, including The Powerpuff Girls, Mike, Lu & Og and Courage the Cowardly Dog. In 2004, a separate feed was started for viewers in Pakistan and Bangladesh with different programming schedules. Three years later, Cartoon Network's global sensation Ben 10 hit the Indian market and generated success on every platform it was leveraged online, mobile, merchandise, ad sales and on-ground truly making content available to kids Anytime, Anywhere. At the turn of the decade Cartoon Network aired its first Indian original animated show titled Roll No. 21. It was a giant leap of faith and reiterated Cartoon Network's keenness to grow the Indian business and market. Not only has Cartoon Network refreshed its content, but over the years, it has also rebranded itself. The original Cartoon Network checkerboard was replaced by the CN logo. In 2011, the two were combined, adding zing to the Cartoon Network presentation. Its tagline, It's a Fun Thing, was designed to appeal to Gen Y.

Market
The media and entertainment (M&E) industry comprises several powerful vehicles many much older than television, but it is television that commands pride of place in the business pecking order. Television has been around for more than five decades in India. Today, it is estimated to account for almost half of the Indian M&E revenue and is projected to be over twice the size of print media the second largest media sector by 2015. The kids entertainment genre has also reflected the growth of the industry and after mass general entertainment channels (GEC) is the largest in terms of viewership. It commanded an extraordinary 18.30% of the viewership pie in 2011. Evolution in the kids' genre has come in many forms. With fourteen players in the market, it has come from increased competition and also from regional feeds in Hindi, Tamil, Telugu, Marathi and Bengali. The change has also been in the type of programmes everything from international licensed content, to Japanese anime and to local animation as well.

preference for shows like Ben 10, Johnny Test or Roll No. 21, the fact is that Cartoon Network has become the ultimate destination for fun, humour, adventure, superheroes and best friends. Indeed, the channel has attained a status where parents believe that if their kid has to watch television they would prefer it were Cartoon Network. Given the wide areas of potential contact, Cartoon Network is increasingly focusing on 360-degree communications in interacting with kids. The brand now addresses children through online, mobile, on-ground, licensing and merchandising and other platforms. The licensing and merchandising industry in India has grown exponentially. Today, it is reputed to be worth almost US$ 150 million (C825 crore) and, other than television itself, is seen to be one of the most powerful tools for communication. Kids want to have their favourite characters on their stationary, bags, lunch boxes, bottles, clothes, toys; in fact, any place where they believe their relationship with their heroes will grow. Cartoon Network Enterprises (CNE), the licensing and merchandising division for Cartoon Network and Pogo has reflected the growth of the industry by surging forward almost 70% and adding 680 stock keeping units (SKUs) to its repertoire in 2011. CNE products based on popular brands like Ben 10, Dexters Laboratory, The Powerpuff Girls, Generator Rex, etc. are available in over 5300 retail counters across India. These and other such exploits resulted in CNE winning the coveted Licensor of the Year award in December 2011. Over the past decade, there has been a fourfold increase in kids access to computers and internet at home. This represents huge opportunities for content providers to expand the presence of a brand or a character in the mobile and online space through smart

Brand Values
agreement with leading French animation studio, Xilam, to create Season 4 of the hit animated comedy series: Oggy and the Cockroaches. The coproduction agreement reinforces Cartoon Networks ongoing commitment to investing in premium quality animation. The recent breakthroughs for Cartoon Network Enterprises are its e-books which include picture books, junior novels, colouring and activity books and video e-books. These allow kids to read and listen to the favourite episodes of Cartoon Network shows. M.A.D. books are now increasingly being incorporated into school curricula. Cartoon Network provides a 360-degree brand experience that guarantees to entertain and animate every day of life. It delivers the best adventure, action and comedy in a uniquely engaging way. The brand provides fun and entertainment that with equal lan, can be enjoyed by adults as much as by children. It's the instrument that makes a kids' world go around; a buddy who delivers what a child has in mind; a confidante to little hearts and a hero to others. Cartoon Network is the brightest, biggest, fastest and funniest brand around, with a vivid imagination with which to captivate its audience. The channel is not just the best place for cartoons; it is the best destination for a kid.

Promotion
It is not unusual for a channel to promote its shows and characters on-air via promos, bugs, tickers or contests. But what Cartoon Network does better than the rest is bridge the gap between kids and reel cartoons, by organising events where kids can meet their favourite characters and interact with them. Over the years, Cartoon Network has nurtured these on-ground events into brands themselves that kids across the country eagerly await. One such event is Toon Cricket Cartoon Networks most successful annual on-ground property. With over ten years of cricket matches between the channels most popular characters like Tom

Things you didnt know about

Cartoon Network
Tom and Jerry celebrated their 70th anniversary in 2010 with great panache and hype in India with celebrations ranging from on-air contests, jokes on radio to branding a local train in Mumbai called the TJ Express The launch of Ben 10: Ultimate Alien in 2010 was celebrated with an unveiling of a largerthan-life 20 foot Ultimatrix with a base made of chocolate phones, tablets and computers. Content Anytime, Anywhere is the mantra of new-age broadcasters. As a corollary to its fine performance is the fact that Cartoon Network is also the leading destination for kids online entertainment. The site had approximately 900,000 unique users in 2011 spending an average of 33 minutes per visit. and Jerry, Scooby Doo, The Powerpuff Girls, Dexter, Johnny Bravo, Ben 10 and others, it attracts thousands of families into stadiums across the country. Each year, a new surprise element is added that helps to pump up the energy and excitement. In 2010, an augmented reality application was developed where kids could be a part of the match decisions, download live photographs, wallpapers, etc. In the following year five lucky kids were chosen via a contest to be a part of Bens Ultimate 11 Team and feature on the channel. 346,417,546 units of Cartoon Network products were sold in the Asia-Pacific region in 2011; India contributed approximately 70% to this figure In 2012, Cartoon Network celebrates its 20th Anniversary of pioneering the kids' entertainment genre Cartoon Network is owned by Turner International which also owns Pogo in the kids genre and broadcasts HBO and WB in the English movie genre
TM & ' Cartoon Network. (s12)

Achievements
Cartoon Network's No. 1 status isn't a coincidence. Despite the increasing competition in the kids TV entertainment space Cartoon Network continues to be the kids favourite entertainment channel. The brand has planned its strategy carefully. From Bugs Bunny to Ramayana, to the international sensation Ben 10 series, Cartoon Network is one of the leading destinations for

Product
Whether adults pick Cartoon Network for classic shows like Tom and Jerry, The Looney Tunes, Dexter's Laboratory or kids

History
Before the advent of satellite television, the kids' space was a weekly 30-minute slot on national television. The arrival of Cartoon Network as a dedicated channel

Recent Developments
This year Cartoon Network Asia Pacific has entered into an exclusive co-production

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