In his year-end talk, Ian Diamond, Senior VP and GM, Turner Entertainment Networks, Asia talks about the growth of Cartoon Network and POGO as lifestyle brands along with the various initiatives from their end in pioneering new shows and also the need to continually reinvent the shows and channels.
According to Diamond, “Cartoon Network and POGO occupy the No. 1 and No. 2 positions among kids’ channels, respectively, and we have registered a 21 per cent ad-sales growth over the year. In the licensing business over the year, we have registered a growth of around 50 per cent and we recently have also started POGO licensing as well as third party licensing.”
At present, over 1,000 Cartoon Network consumer products across 18 categories are available at 4,000 retailers across 30 cities in India. Further, Diamond went on to illustrate some of the licensing done with brands like ICICI and ITC Sunfeast.
Talking about the network’s out-of-channel marketing initiatives, Diamond said, “We had an event called Toonami Game-On, which is the first ever video game challenge in India. For that, we had around 140,000 entries, which is quite a lot. We also had organised POGO Amazing Kids Awards as well as the Beyblade Championships in Delhi and Mumbai.” The channel is planning to cover the Amazing Kids Awards in 19 half-hour series.
Stressing on the need to continually reinvent the shows and channels, Diamond noted that their original productions – ‘M.A.D.’ and ‘Galli Galli Sim Sim’ – had been doing extremely well. Diamond also revealed that the channel intended to come out with more regional language content in future after the recent launch of cartoons in Tamil language.
Speaking about the future plans of the Network, Diamond said, “As part of our plans to make Cartoon Network and POGO lifestyle brands, we will be launching theme parks – ‘Cartoon Network Townsville’ and ‘Planet Pogo’ – by the middle of next year. As our biggest competitor is ourselves, we feel it is important to pioneer and reinvent ourselves continually.” Diamond rounded off by saying, “Expect more!”