Cartoon Network plans films, theme parks foray

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.

"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," Ian Diamond, senior vice president of Turner Entertainment, 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 here.

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

To 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 run many contests like 'Snaptoon' and 'Toonami'," Diamond said.

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