The Hindu Business Line : Cartoon Network’s Boomerang targets adult viewers

Ms Monica Tata, Vice-President (Advertising Sales and Networks – India & South Asia), Turner International India, told Business Line that in the 11 years the children’s channel has been present in India, it had garne red a fair share of adult viewers.

Fifty per cent of its audience is over 15 years of age and about 30-40 per cent of this audience is over 25 years old. “Boomerang is targeted at the parents or the adults with a child in them,” said Ms Tata. Cartoon Network’s primary audience is the 4-14-year-olds.

The shows in Boomerang would include Tom & Jerry, Johnny Bravo, Popeye and Scooby Doo. This chunk of programming is being promoted as one that provides relief to adults re turning home after a tiring day at work, Ms Tata said. On the choice of the shows, Ms Tata said, “It’s not that these shows are made specifically for older children or adults but as a responsible children’s channel, Cartoon Network will not promote them for that group, as by 9 p.m. children should be in bed.”

As part of its 360-degree promotion, Cartoon Network has tied up with MSN.com to create microsites for Boomerang. Initially, a microsite for Boomerang will be put up on the portal. It will aim to build a community around Boomerang to allow viewers to converse about it, download wallpapers and play games based on the shows. Next, a microsite devoted to Johnny Bravo will be built. Cartoon Network will also promote Boomerang on air and in print. The presence of banks and financial institutions, telecom companies and others such as Microsoft among the channel’s advertisers is proof that the channel has a good following among adults, Ms Tata said. About 35 per cent of Cartoon Network’s revenue comes from these non-traditional advertisers. With Boomerang, the channel hopes to bring in new advertisers too. About 200 brands now advertise on the channel. According to Ms Tata, Cartoon Network has 21.7 million viewers and Pogo, Turner’s other children’s channel, 21 million viewers.

TAM ratings for January-June 2007 show that 98 of the top 100 shows are on these two channels, she said, adding that these two channels occupy first and second place among channels of their kind.

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