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Cartoon Network appoints Vishnu Athreya to head programming

29-September-2004
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Cartoon Network appoints Vishnu Athreya to head programming

In tune with the substantial action that’s keeping Cartoon Network bustling, the channel has appointed a new hand to head the programming responsibilities in the country. Turner has zeroed in on Radio Mid-Day’s programming head, Vishnu Athreya to take care of Cartoon Network now.

Athreya joins Turner as Senior Programme Manager. Sharing more on the development, Marc Buhaj, Executive Director, Programming and Acquisitions, Turner Entertainment Networks Asia Pacific expresses, “In this role Vishnu will head all programming activities for Cartoon Network. He has a wealth of direct commercial kids TV experience, which is a rarity in the market.”

Prior to this, apart from his recent stint at Go 92.5, Athreya has worked with various media companies such as Channel V, Kermit channel and Pentamedia. “He has displayed the great acumen across the areas of acquisitions and scheduling. We had been hoping to work with him for some time and are extremely happy to have this opportunity,” says Buhaj.

It is largely the experience that Athreya has in acquisitions and scheduling that has worked in his favour for the job. Buhaj explains that it is these functions that play an important role for a channel like Cartoon Network and to have expertise in these areas is necessary.

Sharing more on this, he says, “Acquisition of shows produced in India is a critical growth mandate for Cartoon Network in India. Our programming team in Mumbai is constantly scouting for animation shows that will fit within the Network’s Standards and Practices as well as appeal to our Indian audiences.”

Till date, the channel has acquired seven locally produced animated series, the latest being ‘Jungle Tales’. As for what more should be expected in the days to come from the channel, he replies, “Loads of new programming that includes several national television premieres, continued languaging activities, creating new original franchises and brands and lots more!”

Being the only player in the kids’ entertainment space for a while, Turner India had seen considerable loss in people resources with the coming in of the other kids’ channels.

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