Cartoon network niche in mature market
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Cartoon network niche in mature market
- 1. Nicher in Mature Market
- 2. Mature Market • An industry which has passed both the emerging and the growth phases of industry growth. • Earnings and sales grow slower in mature industries than in growth and emerging industries.
- 3. Television Industry • Industry is mature with 400-plus channels and multiple languages across genres • Barriers: Lack of independent regularity of content, overdependence of content on rating, inadequate rating system, and need for targeted digitization
- 4. Niche Marketing • TV programming created for and/or broadcasted to smaller and more targeted audiences • With niche programming, the assumption is that anyone can create a channel, and an endless number of video channels can cater to niche markets • Internet becomes a more reliable conduit for the delivery of broadcast-quality video.
- 5. Cartoon Network • Cartoon Network India is a cable and satellite television channel created by Turner Broadcasting, a unit of Time Warner which primarily shows animated programming. • Cartoon Network started broadcast in India as the dual-channel TCM & Cartoon Network|TNT & Cartoon Network in 1995. • On 1 July 2001, Cartoon Network India became a separate 24- hour channel which broadcasts in India, Nepal, Bhutan.
- 7. • In August 1999 the channel received a rebrand, introducing new shows and a new 'powerhouse' theme.
- 8. Product Profile-2000’s • Also in 2001, Cartoon Network introduced other programming blocks including Toonami, Acme Hour, Prime Time, Boomerang (now a channel as well) and Cartoon Network After Dark.
- 9. 2011 Till Present • Cartoon Network India is available in English, Hindi, Tamil, Telugu, Marathi and Bengali. • The channel carries a number of popular animated shows mainly from the WB vault and the Cartoon Network Studios.
- 10. 2011 – Present Product Profile
- 11. Movies
- 12. Segmentation Present in 21 countries, present in India through the Turner International India Pvt Ltd (Time Warner Inc.) • Geographic: Is available all over India • Demographic: Based on age, it is a channel dedicated to children.
- 13. Targeting • Specific programs for all age groups. • Mythological cartoons. • Anime cartoons. • Online Gaming.
- 14. Positioning • Entered India as a dual channel with Turner Classic Movies (tie up with a known channel) • First in the category of a full fledged cartoon channel. • Continual inclusion of newer shows to keep it interesting. • Constant Revamping of program schedule to reassure its category membership. • Point of difference is pure fun.
- 15. Positioning 1st May, 1995 to 3rd oct, 2005 to 1st october till present 2nd Oct, 2005 30th sept, 2011
- 16. STRATEGY AND CAMPAIGNS • Focus on LOCALISATION • Localized the content by dubbing its cartoons in Hindi (January 1999) to appeal to the Hindi-speaking audiences. The first dubbed program, 'Toon Tamasha,' was received very well. • By February 2000, Cartoon Network was offering nine hours of Hindi programming every day. Taking its localization efforts further, the channel introduced Tamil-dubbed shows in February 2000.
- 17. STRATEGY AND CAMPAIGNS The channel then started offering Hindi versions of various popular cartoons. By February 2000, Cartoon Network was offering nine hours of Hindi programming every day. Taking its localization efforts further, the channel introduced Tamil-dubbed shows in February 2000. Some of the cartoon shows that were dubbed in Hindi and Tamil were Scooby Doo, Flintstones, Swat Kats, The Mask, The Addam's Family, Johnny Quest and Captain Planet
- 23. Competition Types of Competitive Positions Market Leaders Market Challengers Market Followers Market Nicher
- 24. Market Leader • It typically has the largest market share; by virtue of its pricing , advertising intensity , distribution coverage, technological advance it determines the basis of competition • Its dominance provides benchmark for other companies • Cartoon Network is the #1 channel in the kids space with a weekly average relative share of 23.4% • Cartoon Network + Pogo together have a relative share of 43% ( all India ). • On a weekly average basis, Cartoon Network and Pogo are watched by 37% and 32% of kids in the 4-14 all india which is the highest amongst all kids channels.
- 25. Market Challenger • A market challenger is a firm in a strong, but not dominant position that is following an aggressive strategy of trying to gain market share. • Offers an unparalleled blend quality Disney entertainement and distinctive originally produced programs • All internationally broadcast shows are available • It broadcasts Disney movies, sitcoms , family dramas, live action and adventure movies. • Locally produced programs also aired • Shows like Art attack , Phineas and ferb , Hannah montana , etc are popular shows
- 26. Market Follower • A market follower is a firm in a strong, but not dominant position that is content to stay at that position. • Firms with a slightly smaller market share adopting a less aggressive stance in order to maintain the status quo. • Nick – satellite and cable Tv channel for children and teenagers known for telecasting Ninja Hattori SpongeBob, Penguins of Madagascar , Little Krishna • Disney XD,24 hour basic cable channel is the home of Disney animation and live action heroes • Hungama Tv and Disbey XD both give options of Hindi, Tamil and Telugu audio language feeds on Direct Broadcast Satellite. • Hungama Tv ,24 hrs Hindi kids’ channel, venture of UTV and Star. Disney acquired the rights in 2006 Feature programs – Doraremon, Shinchan, Power rangers
- 27. Market Nicher • In this strategy the firm concentrates on a select few target markets. It is also called a focus strategy. • Chutti Tv of Sun Tv network targets Tamil kids all over world • First of its kind that has a TG of age group 2-14, with regional and international flavour • Feature Programs – He-man, Spiderman , Dora the explorer, Astro Boy , G.I.Joe , etc
- 28. THANK YOU
Notes de l'éditeur
- only 30 per cent used digitisation, so there is a huge potential to reach out
- Also in 2001, Cartoon Network introduced other programming blocks including Toonami, Acme Hour, Prime Time, Boomerang (now a channel as well) and Cartoon Network After Dark. Cartoon Network's Toonami Block aired the American version of the cult Japanese anime Dragon Ball Z for the first time in India in the same year. 2002 saw more Cartoon Cartoons introduced including Grim & Evil, Robot Jones, and Codename: Kids Next Door. Grim & Evil eventually spun off into two separate series, The Grim Adventures of Billy & Mandy and Evil Con Carne. Justice League and MuchaLucha! also debuted on Cartoon Network in 2002. In 2003, there were no new Cartoon Network original shows added to the schedule, however there were several new programming blocks and non-Cartoon-Cartoons added. The programming blocks include Boomeraction (currently a block on the channel Boomerang), and Tiny TV (currently a block on POGO & Boomerang). Shows added to the line-up in 2003 include The Mask, Poke'mon, Digimon, and X-Men: Evolution. In 2004, the network introduced Foster's Home for Imaginary Friends, the sole new program to debut that year. Programming blocks introduced in 2004 include Fridays and Eyeballs A Go-Go. Also, 2005 was the year that the Boomerang programming block was made into a TV channel which is not available in India.In 2006, several new Cartoon Network originals premiered, including Robotboy, The Life and Times of Juniper Lee, Camp Lazlo, Hi Hi Puffy Ami Yumi, My Gym Partner's a Monkey and Squirrel Boy. The Cartoon Cartoons moniker previously used for Cartoon Network originals was also dropped in 2006.On August 31, 2008, the format of Cartoon Network's bumpers and commercials changed and also they changed the name of Cartoon Network Theatre to Cartoon Network Popcorn, following the rest of the versions operated by Turner Broadcasting System Asia Pacific, with the major visual theme being the recurring 'dynamic line' in all the station IDs and bumps etc. Later in 2009, Cartoon Network began to air the prequel of Dragon Ball Z, Dragon Ball, for the first time in India.
- 2011 Till PresentThe Third Cartoon Network logo used in different forms, colours, and styles from 1 October 2011 Till PresentOn 1 October 2011, at 9am ( Indian Standard Time) during The Amazing World of Gumball premiere, Cartoon Network introduced its new branding and logo. Designed by Brand New School, it makes heavy use of the black and white checkerboard motif, as well as various CMYK color variations and patterns. The slogan It's a Fun Thing! was also introduced.ProgrammingMain article: List of programs broadcast by Cartoon Network (India)Cartoon Network India is available in English, Hindi, Tamil, Telugu, Marathi and Bengali. The channel carries a number of popular animated shows mainly from the WB vault and the Cartoon Network Studios. Classic Hanna-Barbera shows like The Flintstones, Top Cat, The Centurions, Swat Kats, Yogi Bear, Josie and the Pussy Cats, Scooby Doo, Jonny Quest, The Jetsons, Huckleberry Hound, The Addams Family, What a Cartoon Show, Wacky Races, Atom Ant, Space Ghost Coast to Coast and The Tom and Jerry Kids Show are no longer available on Cartoon Network since the launch of the separate TV channel Boomerang. Interestingly, Boomerang is not available in India on most platforms, making these shows along with many other classic greats hard to get
- 2011 Till PresentThe Third Cartoon Network logo used in different forms, colours, and styles from 1 October 2011 Till PresentOn 1 October 2011, at 9am ( Indian Standard Time) during The Amazing World of Gumball premiere, Cartoon Network introduced its new branding and logo. Designed by Brand New School, it makes heavy use of the black and white checkerboard motif, as well as various CMYK color variations and patterns. The slogan It's a Fun Thing! was also introduced.ProgrammingMain article: List of programs broadcast by Cartoon Network (India)Cartoon Network India is available in English, Hindi, Tamil, Telugu, Marathi and Bengali. The channel carries a number of popular animated shows mainly from the WB vault and the Cartoon Network Studios. Classic Hanna-Barbera shows like The Flintstones, Top Cat, The Centurions, Swat Kats, Yogi Bear, Josie and the Pussy Cats, Scooby Doo, Jonny Quest, The Jetsons, Huckleberry Hound, The Addams Family, What a Cartoon Show, Wacky Races, Atom Ant, Space Ghost Coast to Coast and The Tom and Jerry Kids Show are no longer available on Cartoon Network since the launch of the separate TV channel Boomerang. Interestingly, Boomerang is not available in India on most platforms, making these shows along with many other classic greats hard to get.
- A target market is a group of customers that the business has decided to aim its marketing efforts and ultimately its merchandise towards. Eg: like noddy, oswald for really young kids, shows like ben ten, dexter, pokemon etc for the children in preteens, dragon ball z for teens.Cartoon network started cartoons adopted from mythological stories like chotabheem and ramayana, which generated interest of children in mythological stories and also parents didn’t discourage children from this television time.Anime are japanese cartoons and computer animation. These cartoons are aimed at children who prefer watching action cartoons and have a devoted fan following. These cartoons would normally run for longer duration than other cartoon series, for eg: dragon ball z. Not only are they targeting children through television, but also through the online platform through gaming on their website., since the new generation of children are very proficient with computers.
- Since cartoon network was not a known brand, it tied up with turner classic movies or TNT which was a known brand at that point in time and featured cartoons from 5.30 am to 5.30pm, which was later extended to 9pm before cartoon network became a full fledged channel itself.It positioned itself as the first channel of cartoons dedicated to children. Thus becoming first in a category where players like disney, nickelodeon and pogo followed.So, from initially airing only hannahbarbara cartoons, moving on to airing MGM cartoons to then the Warner bros cartoons. However, as competition crept in, it started airing original shows like dexter’s laboratory, I am weasel, ed-edd n eddy, etc.By early 2000, as new players entered the market, it kept running its originals, adding on to that, and also started new programming blocks like toonami which featured anime cartoons like dragon ball z, cartoon cartoonfridays, acme hour, prime time, cartoon network after dark.Points of difference are attributes or benefits consumers strongly associate with a brand, positively evaluate and believe they could not find to the same extent with a competitive brand.
- Cartoon network changed it’s logo to better position its brand and keep it fresh.So it’s first logo which ran from ------ was a chequered black and white board saying cartoon network, which transformed to a logo which portrayed a 3D animation of CN city where all the cartoon network toons lived. And finally during, on october 1st, 2011 ,it introduced its new logo and branding which again makes heavy use of the black and white checkerboard motif, the new slogan being, it’s a fun thing.
- In March 2001, Cartoon Network, held a cricket tournament titled 'Toon Cricket 2001,' in Mumbai, India. In the tournament, famous cricket players were to play against famous cartoon characters such as Scooby Doo, Tom, Jerry, Fred Flintstone, Dee Dee, and Johnny Bravo.
- Earlier before the emergence of satellite tv , Doordarshan used to telecast cartoons and animated shows for the indian audience but with the arrival of CN the game has changed since then.CN has been the leader since its launch in 1995. In 2001 CN became a 24 hr channel broadcasting cartoons and popular animated progs.From bugs bunny to ramayana to the very recent sensation Ben10 , CN is the ultimate destination for animation in india.Their leadership is in the kids’ space and understanding of what kids want coupled with theinternational expertise in animation which has equipped them in presenting the right content to kids’ audiences in India.Turner continuously innovating to cater to indian marketPogo has now become a family entertainer thru cable tv. Programs like barney the kids,Mify n frds,tweenies etc. specially for kids. Also progs like MAD,FAQ,noddy and chottabheem are fav’s