Throughout 1990-2000s, Cartoon Network was the number 1 Kids channel in the world
Now our beloved channel is dying a gruesome death ☠️
The crazy part? Viewership on all cartoon channels has gone down by approximately 70%
THREAD: Why kids aren't interested in cartoons anymore🧵
Now our beloved channel is dying a gruesome death ☠️
The crazy part? Viewership on all cartoon channels has gone down by approximately 70%
THREAD: Why kids aren't interested in cartoons anymore🧵
Cartoon Network was founded by CNN founder Ted Turner in 1992 and launched in India in 1995 as the country's 1st television channel dedicated to kids.
And not long ago, #RIPCartoonNetwork was trending on social media after CN announced its merger with Warner Bros (WBTVG).
And not long ago, #RIPCartoonNetwork was trending on social media after CN announced its merger with Warner Bros (WBTVG).
Although CN later clarified that it isn't dead and just turning 30, CN has been dying a slow death.
CN's content today is a lot less popular than it used to be.
To understand why, let’s look at its 27-year-long journey in India which has been broadly divided into four phases:
CN's content today is a lot less popular than it used to be.
To understand why, let’s look at its 27-year-long journey in India which has been broadly divided into four phases:
👉 THE GOLDEN AGE (1995-2004)
During this phase, CN enjoyed the first-mover advantage and had no solid competitors.
Before CN's entry, viewers could watch cartoons only during a few time slots on the state-owned Doordarshan and other satellite TV channels.
During this phase, CN enjoyed the first-mover advantage and had no solid competitors.
Before CN's entry, viewers could watch cartoons only during a few time slots on the state-owned Doordarshan and other satellite TV channels.
But being the first-mover, it also had to work on establishing itself as a channel synonymous with cartoons.
Eventually, CN became gained massive popularity in the country and not only showed famous cartoons Turner had acquired over the years like Tom & Jerry,
Eventually, CN became gained massive popularity in the country and not only showed famous cartoons Turner had acquired over the years like Tom & Jerry,
but also CN Originals, which were produced in-house, such as Ed, Edd n Eddy, The Powerpuff Girls, Johnny Bravo, Courage the Cowardly Dog, etc.
30 to 40% of the channel's viewership constituted teenagers and adults 👀
30 to 40% of the channel's viewership constituted teenagers and adults 👀
However, late entrants like Nickelodeon (launched in 1999) identified areas of improvement & would soon take over CN in India.
But things went downhill after the resignation of CN’s first president Betty Cohen in 2001, who played an instrumental role in building CN’s identity.
But things went downhill after the resignation of CN’s first president Betty Cohen in 2001, who played an instrumental role in building CN’s identity.
👉 THE DARK AGE (2004-2010)
The popular Originals ran their course, and CN started replacing them with new shows.
In South Asia, these old shows were now being broadcasted by CN’s sister channel — Pogo TV, which launched in 2004.
The popular Originals ran their course, and CN started replacing them with new shows.
In South Asia, these old shows were now being broadcasted by CN’s sister channel — Pogo TV, which launched in 2004.
And that same year, Hungama TV and Disney Channel too entered the Indian market.
Disney went on to acquire Hungama in 2006 and started consolidating the market.
See, demographics play a huge role in a cartoon channel’s success because as kids grow, their taste changes and…
Disney went on to acquire Hungama in 2006 and started consolidating the market.
See, demographics play a huge role in a cartoon channel’s success because as kids grow, their taste changes and…
new generations have a significantly different taste.
So, CN keeps rebranding itself every decade to appeal to new kids, and even though it tried to retain its core audience with mature content, most of its new cartoons failed to impress kids and alienated adults.
So, CN keeps rebranding itself every decade to appeal to new kids, and even though it tried to retain its core audience with mature content, most of its new cartoons failed to impress kids and alienated adults.
Another reason for its decline was that it wanted to compete with Disney and Nick in the live-action segment, which didn’t go well for CN, with a few exceptions like Galli Galli Sim Sim.
Moreover, with the rest of the channels gobbling up licenses to popular third-party content, there weren’t many left for CN to broadcast.
Even Pogo was doing better than its sister channel 💀
Even Pogo was doing better than its sister channel 💀
👉 THE RENAISSANCE (2010-2014)
CN made a comeback with its new Originals like Adventure Time and Steven Universe which appealed to both kids and adults because of their edgy humor, as well as shows like Ben 10 and We Bare Bears gaining popularity.
CN made a comeback with its new Originals like Adventure Time and Steven Universe which appealed to both kids and adults because of their edgy humor, as well as shows like Ben 10 and We Bare Bears gaining popularity.
👉 THE DEATH SPIRAL (2014-Present)
CN’s death spiral has outlasted its dark age with the new Originals running their course and CN losing its magic once again.
Firstly, CN has been focusing too much on reboots and rehashes like Teen Titans Go! and...
CN’s death spiral has outlasted its dark age with the new Originals running their course and CN losing its magic once again.
Firstly, CN has been focusing too much on reboots and rehashes like Teen Titans Go! and...
completely overlooked shows that had the potential to become popular.
Secondly, they were late to localization considering that more than 60% of popular cartoon shows today are local shows.
Changes like OTT platforms and kids outgrowing cartoons have affected every channel,
Secondly, they were late to localization considering that more than 60% of popular cartoon shows today are local shows.
Changes like OTT platforms and kids outgrowing cartoons have affected every channel,
but most of them are fine.
In fact, the industry experienced a 53% growth during the lockdown compared to pre-COVID and other channels benefitted.
Clearly, CN did not learn from all of its past mistakes and has lost its ability to explore, experiment, and adapt.
In fact, the industry experienced a 53% growth during the lockdown compared to pre-COVID and other channels benefitted.
Clearly, CN did not learn from all of its past mistakes and has lost its ability to explore, experiment, and adapt.
Also, have you noticed that even though the animation levels today are crazy, still the cartoon animations don't improve?
Because animations are expensive to make and cartoons don't bring in good revenue.
Because animations are expensive to make and cartoons don't bring in good revenue.
See, kids are the easiest to hook and sell to. The only problem is —they don't have their own money.
So, there is always that "permission" and "transaction" friction in selling products for kids because of parents' intervention.
So, advertisers aren't willing to give that much.
So, there is always that "permission" and "transaction" friction in selling products for kids because of parents' intervention.
So, advertisers aren't willing to give that much.
Now imagine being in CN’s position where they desperately needed money to produce new and better cartoons.
Hopefully, with the new merger, CN’s next renaissance might be round the corner as they continue to fight back.
Hopefully, with the new merger, CN’s next renaissance might be round the corner as they continue to fight back.
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