SB-03: Cartoon Network 1.0 | Step 4: Simple Advice To Follow

Originally Posted by Jeff Harris

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Okay, so, I took away two things from the former Cartoon Network, its old name and the later half of its daily primetime lineups, with the exception of Friday nights. I told you this would be a messy rebuilding process. But since Cartoon Network wants to be a kids' channel and no longer a cartoon network, then those are the only two things I needed to take away. I won't mess with the rest of the network. What they add is their choice. The programming and presentation is working for the most part, but it is still flawed. I'm going to conclude with some advice. The powers that be probably won't give this any attention, but I feel if they follow these words of wisdom, they'll succeed and end up better than they are now.

Create Your Own Voice

The problem the former Cartoon Network has is that they have to be exactly like Disney or Nickelodeon to get more viewers. They rely on older Disney and Nickelodeon movies, older Warner Bros. movies, and old live-action shows to reach younger audiences. The "if you haven't seen it, it's new to you" mantra may work now, but it'll only make you appear as lazy, uncreative, and desperate. Find your own voice. Since you no longer want to be a cartoon network, discover what you want to truly be. Yes, you may want to be a kids' network, but what kind do you want to be? A traditional, safe, suburban network like Disney? A rebellious, yet world-conscious network like Nick?

Or how about finding and creating a unique spirit? Untraditional, kind of weird, and out there. The anti-authority rebel that isn't a follower, making its own rules. There are many directions you can go with Checkerboard. Just remember to be true to your new voice.

WWIL?

Instead of trying to create trends by emulating what the competition has, ask yourself a pair of similar, yet unique questions:

If I was a kid, what would I like? Would I like this if I was a kid?

Kids are fickle as hell, but they're not stupid. Technology and entertainment has changed, but elements that has stood the test of time remain. Kids aren't really into gross-out gags, fart and butt jokes, and other immature subjects like they used to be. Kids don't like school nor want to watch shows with schools in them. Television is supposed to be an escape from reality. When you were younger, did you like shows about kids in school? If you didn't, why do you insist on making shows like that over and over again? Try making and acquiring some shows you would enjoy if you were a kid.

Talk To Kids, Don't Talk Down To Them

Know this about your demographic. Kids aren't stupid. I know I'm repeating myself, but the youth of the nation aren't as adults make them out to be. They're fickle and have ever-evolving tastes, but that's because they're changing every day. Communicate with kids. Listen to what they have to say. Be interested in what they have to say, don't pretend that you are interested and do things without their imput. You could actually learn a lot from them. Do you really think kids like a know-it-all goofball like Poochy, um, Blake?

Don't Stray Too Far From Animation

I know plenty of executives have made it public that animation will remain a fixture on Checkerboard, but recent announcements and decisions could easily make folks feel that the opposite was true. An entire weekend centered around a 10-year-old live-action show? If anything, look at Nickelodeon for inspiration. Yes, their live-action properties are high in the ratings, but their animated properties are dominant ratings-wise. They're critically-acclaimed and popular with all audiences. Notice the animated shows aren't exactly crass, anti-adult, or rude either. They're not all centered around school environments either because Nick realizes that television is an escape from reality. Develop animated series that capture a free spirit. The spirit of fun, adventure, and humor. Create cartoons that they won't be embarrased to watch five or six years from now.

Realize Your Audience Grows Up

Kids become teens, and teens become adults. You have to create programming that grows with the audience rather than create shows that are just for kids. The same folks that looked at Spongebob Squarepants when they were nine are still looking at it when they're 17. That's why it remains one of the highest-rated shows on Nick. Checkerboard should realize the power of older shows is a strong one. And not just live-action shows either. If Checkerboard put on something like Powerpuff Girls or Looney Tunes on the primetime lineup, ratings would definitely grow. Just like your audience.

Showcase Worldwide Voices

When it comes to program acquisition, you don't have to rely on just American and Japanese voices for entertainment. There are production companies throughout Canada and the UK with great animated and live-action children's entertainment. They don't have a home in the US, and Checkerboard could be their destination. Shows like Ruby Gloom, Class of the Titans, 6Teen, 15/Love (you know, 15/Love and The Prince of Tennis would be an interesting pair-up) at Checkerboard. The former Cartoon Network, could end up becoming the American equivalent of YTV. And if you worked closely with the Canadian-based network, perhaps future co-productions wouldn't be out of the question down the line.

This concludes part one of a two-part Scratchbuilding article to rebuild Cartoon Network. The second part will present the ultimate transformation and reintroduction of a brand name that means something. The best cartoons on the planet on a 24-hour network. Animation's first channel will be reborn in the era of digital television, and it will truly be a glorious occasion for all animation fans. And when you see it presented, you will realize that THIS is Cartoon Network.

Enter Part Two.