It is a popular belief that cartoons are meant for viewing by kids only. Contrary to the belief is TAM Media Research findings which suggest that almost 50 per cent of Cartoon Network’s viewers in all-India market include people aged 15 years and above. Taking heed of this, the channel is introducing a new block – Boomerang – featuring classic toons which appeal to a wider audience irrespective of their age.
Talking of the initiative, Monica Tata, Vice-President, Advertising Sales and Networks, India & South Asia for Turner International India, said, “Cartoon Network marked its entry almost 11 years back as primarily a kids channel. Though we know for a fact that a lot of adult viewing happens on the channel either because parents watch along with their kids or the channel appeals to the inherent quality of a person who has a child hidden within him or her. This is our effort to grow the audience profile.”
She added, “We have also found that the total channel share of POGO and Cartoon Network together is significantly more than the combined channel share of any other infotainment channel. With these indications, we have been looking at tweaking our schedule in a manner which would appeal to the sensibility of adults.”
Boomerang will be aired daily on Cartoon Network between 9 pm and 11 pm. The block will air classic toons, including Tom & Jerry, Scooby Doo, Johnny Bravo and Pop Eye.
To appeal to its adult audience, Cartoon Network has tied up with MSN to create online community. Tata elaborated, “This will be a two-pronged approach where we will create a microsite to promote Boomerang and the second phase will focus on Johnny Bravo as a character and ride on his cool quotient by facilitating online community for the toon’s fans, offering personalised email IDs, downloads and also the option of customising MSN Messenger.”
Besides the online initiative, Cartoon Network will also be promoting the slot through mailers, on-air promos and advertising in print, TV as well as multiplexes.
Does that mean that the channel is changing its positioning from being for kids? Tata clarified, “We are not shifting our stance and very much remain being a kids’ channel. We are just trying to reschedule so that as a channel we appeal to the adults and concentrate on their viewing habits who have been already watching our programmes.”