Cartoon Network has launched ‘Join the Power puff Generation’. This activity will invite children from 16 cities for audition and six winners will get a chance to be a part of a TV show on the channel. The audition will begin in August and the property is slated to go on-air in September 2005.
The channel has already started inviting entries for the initiative and the marketing campaign for this commenced on June 27. Vivek Krishnani, Director, Marketing, Cartoon Network, said that the on-air initiatives will continue till September until the show is on-air. “Presently, the advertising is about encouraging our viewers to enter in the contest. As we go on, this would also evolve with the particular stage of this initiative,” said Krishnani.
The on-air support would range from calling entries to showing capsules of audition in the various cities. The channel has also included advertising in kid’s magazines, school contact programmes and branding done in Reliance Web World, Cartoon Network’s media partner.
An interesting aspect of this initiative is the fact the channel is putting through a 16-city event with 14 cities going through virtual auditioning. Krishnani said, “We have used technology here. The partnership with Reliance will play an important role, where children can go to Reliance Web World and give their auditions. We will have on-ground in four cities.”
The four cities, where the channel goes on ground, include Mumbai, Delhi, Kolkata and Bangalore. The last date to receive entries is July 31, following which the auditions will culminate in August. The shortlisted children will be then brought to Mumbai to bring it down to the winners who would host the show on Cartoon Network.
Speaking on the rationale behind the initiative, Krishnani said, “Children are the reason behind our leadership today and we want to make them an integral part of what we do. Exercises like these help us achieve this initiative.”
The ‘Join the Power puff Generation’ follows the summer initiative that the channel had just put in place, which had worked for Cartoon Network. Children have to tell the superpower they want and the more creative, the get, the more chances they have to win. Entry forms are available in Reliance Web World and even Cartoon Network’s website.