Beginning October 1, 2011, Cartoon Network viewers were in for a change from the regular look and feel of the channel. While the logo is only a variation of the channel’s previous logo, and hence has changed marginally, the overall packaging is now more bright and colourful. The channel ids and promos have undergone a significant change to support the channel’s new premise – it’s a fun thing.
In a conversation with exchange4media, Monica Tata, General Manager, Entertainment Networks, South Asia Turner International India, said, “Cartoon Network is a 15-year old brand in India, and as part of the regular process of evolving and engaging our audience, we have embarked on the premise, it’s a fun thing. Our new look will resonate with this promise.”
Tata calls the change a new version of Cartoon Network. She explained that while the channel’s programming was always been in the fun zone, the channel will now celebrate this prominently in its communication as well. There also would be more movies that would air on Cartoon Network in the attempt to fulfil its promise of delivering fun.
The promos will see children from India interacting with some Cartoon Network characters such as Ben from ‘Ben 10’ and other prominent Cartoon Network stars. Some promos will see the channel’s characters on the streets of Indian cities such as Mumbai giving a dose of quirk and fun to viewers. “We have added a layer of fresh approach to the look and feel of the channel, and much of it would be in the Indian environment,” Tata said.
Cartoon Network would be also be using its website aggressively to celebrate the new channel look. Tata informed that all the work on the new look was done in-house for the channel.