Cartoon Network has announced the launch of yet another exciting venture, Boomerang. It is a specialized programming block comprising of the best toons of all time™. The Boomerang block will showcase evergreen toons enjoyed by audience of all ages, such as Tom and Jerry, Popeye, Johnny Bravo and Scooby Doo and will air on Sunday-Friday from 9- 11 p.m. The block is aimed at increasing the viewership time, profile and demographics of Cartoon Network audience.
Monica Tata, Vice President, Advertising Sales and Networks, India and South Asia, Turner International India Pvt Ltd said, Taking a cue from research, this latest programming initiative, Boomerang is aimed at capitalizing on the existing adult (15+) viewership (about 50%) on the Network. The Boomerang block attempts to extend Cartoon Network™s primetime viewership beyond 9:00 p.m. with strategically chosen, classic characters™ such as Tom and Jerry, Popeye, Johnny Bravo and Scooby Doo, whose appeal transcends age groups. As the number one kids™ and animation channel of India, we are hopeful that this novel programming initiative will resonate with adults, who want to end their day with humour a la Cartoon Network style.
As the block is aimed at young adults and the young at heart, Cartoon Network has conceptualized an innovative campaign targeting the requisite target audience by aptly partnering with MSN, to promote Boomerang online.
The on-line marketing strategy includes creating micro sites for Boomerang as a complete block for best toons of all time™ in the first phase. This is to be followed by a dedicated Johnny Bravo micro site and will facilitate an online community for the audiences. These sites will help fans catch their best toons in action at any time of the day. Videos, downloads, games and many more exciting features are part of the microsites, designed to meet the interests of all. Toon lovers will be able to watch and vote for their favourite videos from exciting clips like the best scenes of Johnny Bravo™s smoothest moves, the best chase sequences of Tom & Jerry, the best spinach eating scenes of Popeye and the spookiest scenes featuring Scooby-Doo.
The other marketing activities include e-mailers targeting the trade community, site captures & banners on trade websites like agencyfaqs, exchange4media & indiantelevision.com. On-air series of image spots will run on Cartoon Network, POGO and HBO introducing Boomerang to the Industry and adults. Cartoon Network is also tying up with Inox theatres where Boomerang promos will run and branding displayed at the theatres.