Cartoon Network set to woo adults with movies

It is looking to woo adults with a range of out of screen initiatives like theme parks, movies and contests.

After establishing leadership in the children's viewing segment, Cartoon Network is now looking to woo adults with a range of out of screen initiatives like theme parks, movies and contests.

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"We realise that even though our main focus is the child, it is important to bring the entire family into the environment. That is why we are developing theme parks where families can spend time together," Turner Entertainment Senior Vice President Ian Diamond said.

"Our content is also now directed not just at children. We have all kinds of shows on air that will appeal across ages. While it is important to retain your young audience, it is also important to expand," Diamond said in Mumbai.

He said this trend has been noticed by the channel's advertisers too and companies, which don't have child customers, like ICICI, ITC and Maruti, have joined the bandwagon.

Towards this end the channel is in the process of developing local content and movies aimed at the Indian audience, while customising it with the regional mindset.

"We have conducted several surveys, which show that our customers would want us to go regional. We are actively developing local content. We have also had many contests like Snaptoon  and Toonami," Diamond pointed.

Advertisement sales for Cartoon Network and POGO - both owned by Turner - have increased 21 per cent this year, he said.