SB-06: Cartoon Network 2.0 | Recap: The Channels of Cartoon Network

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Let's break down what I've discussed so far:

- The creation of Cartoon Network Entertainment, a unit of Time Warner jointly operated by Turner Broadcasting and Warner Bros. Animation. Turner largely oversees the general operation of the channels while WBA dictates the general creative and programming direction of the channels.

- Cartoon Network: Barely touched and largely continuing following the status quo with the exception of a Boomerang morning block and an interactive weekday afternoon block.

- C2: Formerly Boomerang, all cartoons, all the time, from all eras of Warner Bros. Animation and Cartoon Network. In short, a day long celebration of the animation medium.

- Checkerboard: A family channel powered by Cartoon Network that airs fun, entertaining programming all day long and shows and films families could watch together in prime-time.

- [nc]: A young-adult-themed network for the crowd that still loves cartoons but with an edgy, older, more mature paradigm and mentality that allows it to be for grown folks.

Four networks each aimed toward all major demographics. For cable operators, it gives their subscribers more variety. For Time Warner, more opportunities to showcase their products as well as more channels to exploit their ambitious TV Everywhere endeavor that still lacks enough umph. For broadband users, an expanded variety of channels that will stream many of their wares online. Greater ad revenue opportunities arise from these networks as well. With more eyeballs looking at the channels, opportunities for new programming also arise. New productions from Warner Bros. Animation, the two CNE studios (Hanna-Barbera on the West Coast and Williams Street on the East Coast), and joint projects around the planet will be on the four networks.

But to expand the Cartoon Network brand to a larger audience, you have to get back to the medium of choice, television. While broadcast television is seen as a last bastion of entertainment, more people in the US still watch it over cable. The only reason Saturday mornings don't get much love is because networks largely abandoned them because of the insipid E/I mandate imposed by Congress or because of lack of interest. The CW's Saturday morning lineup is currently helmed by 4Kids Entertainment, a company that is undergoing some dire, company-threatening situations right now. The network, co-owned by Warner Bros. Entertainment (parent company of Warner Bros. Animation) and CBS, could go one of two ways: get rid of the Saturday morning lineup altogether and with it a major ad-revenue generator for the network or get a new programmer to recreate a brand new block from the ground up.

I think Cartoon Network Entertainment should step in at The CW.