It's toons day 'n' night

Come July, the kids' share in the entertainment world is set to take a big leap. Arguably, kids favourite channel on the Idiot Box - Cartoon Network - is to deliver 24 hours of non-stop entertainment telecasting some of the best cartoons from July 1.

The network, which used to share the service with Turner Classic Movies (TCM) in the Asian markets with the Hollywood classics being featured from 9 p.m. to 5 a.m., has decided to expand, given the growing viewer demand, according to Ian Diamond, senior vice-president and general manager, Turner Entertainment Networks Asia Inc (TENA).

The 24-hour service is also in line with Cartoon Network's global strategic mission to elevate cartoons and animation to the level of general entertainment that appeals to both kids and grown-ups at different levels. The enhanced day part would enable the channel to customise their programming and marketing efforts according to viewers' needs.

The 24-hour launch would be marked by the debut of several new programme franchises and an enhanced line up of Cartoon Network originals, Japanese animation and other acquired shows. There would be several premiers of the network like `Sheep in the Big City', `Samurai Jack', `Time Squad', `The Powerpuff Girls', `Courage the Cowardly Dog', `Ed Edd n Eddy' and `Mike Lu n Og'.

New programme franchises `Boomerang', `Cartoon Cartoon Fridays', `Toonami' and `Acme Hour and Power Zone' are also set to delight the viewers. Some of the external acquisitions include `Dragon Ball Z', `Pokemon', `Cardcaptor Sakura', `Trouble Chocolate' and `GI Joe'. Many of these are also Asian television premieres.

Cartoon Network, which was launched in the Asia Pacific in 1994, offers the best in animated entertainment drawing from the world's largest cartoon library of Warner Bros, MGM and Hanna- Barbera titles. The popularity of the channel never dipped since its launch and is currently seen in an estimated 23 million cable homes in the region.

By R. Ravikanth Reddy

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Section  : Southern States
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