How has the viewership of Cartoon Network evolved over the years – not just in numbers, but in qualitative terms?
A – About 35-40 per cent of the viewership of Cartoon Network is non-kids. We started off as a classic cartoon channel. We had Popeye, Tom & Jerry the perennial cartoons. Now it is different. From hit Japanese series Pokemon to Jackie Chan, Stuart Little, Mummy, we have a diverse array of genres on the network now that we appeal to a broader set of people. However, our viewers have come to expect a diversification of genres. We have launched POGO to cover for that. Here I’ll cite an example to show how our viewership has evolved. Take Tiny TV. Our research showed there was a gap in our portfolio. We really were not catering to the very young viewer. So we decided to fill it. We created a destination, a franchise that is super safe and had an educational element. Tiny TV proved to be a phenomenal success. I am glad that we have done this because this has really broadened our portfolio viewership. Now there are a lot of mothers watching the programme with their kids during that time band
