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EXPRESS NEWS SERVICE
PUNE, JAN 19: In a bid to lend its menu some local colour, the Cartoon Network has launched Toon Tamasha, a daily two-hour Hindi block featuring Scooby & Scrappy Doo, The Flintstones, Addams Family, among others, early this month.
Also on offer are brand new shows like The Powerpuff Girls, Ed, Edd N Eddy, Courage the Cowardly Dog and I M Weasel, said Celia Chong, senior vice-president and general manager of the Turner Entertainment Networks Asia Inc at a press conference today.
Toon Tamasha is being provided on dual audio tracks allowing the cable operators to choose either the Hindi or the original English version depending on the language preference of subscribers in their respective neighbourhoods. The Hindi dubbing has been undertaken at reputed studios in Mumbai under the supervision of Warner Bros. The show's signature tune has also been composed and produced locally.
Cartoon Network is a part of Turner Broadcasting System's TNT and Cartoon Network which is asubsidiary of Time Warner Inc. It was launched in October 1994. It came to India in October 1995 and obtained an independent feed via PanAmSat4 in April 1997.
The highlight of the channel's 1999 new programme lineup is its original productions or ``Cartoon Cartoons.'' Cartoon Cartoons represents original animation outside of Cartoon Network's library, informed Chong. The channel has earmarked US $ 400 million for its Cartoon Network Originals Project. Forty-five animators were asked to create seven-minute shorts of original toon characters.
Johnny Bravo, the creation of a Filipino artiste and Dexter's Laboratory, born out of a Russian artiste's imagination were part of these shorts. After a Cartoon Network global countdown, where people had to vote for their favourite short, the selected ones were then made into a full-blown series.
Most of Cartoon Network's programming is obtained from its massive Warner Bros. and Turner animation library of over 10,000 cartoons produced under the MGM,Warner Bros. and Hanna Barbera banners.
As for revenue from advertising, Chong said there has been an 80 per cent increase from 1997 to 1998. Looks like they are laughing all the way to the bank! When asked about any plans to go digital, she said its under consideration and may happen in the first half of this year. Chong also gave a brief introduction of the new shows that have already been launched.
The Powerpuff Girls are three super-powered sisters -- Blossom, Bubbles and Buttercup -- who are frequently excused from school so they can go save the world from evil and mayhem which can sometimes be in the form of encroaching roaches! I M Weasel, is an all-round kinda guy, oops, weasel with a deep baritone and oodles of style who has to battle with his nemesis, I R Baboon. New episodes of Johnny Bravo, are also in the pipeline who has gained immense popularity in India. He is the Elvis Presley wannabe, always puts his foot in the mouth, never gets a date, but is still quite endearing. ``I know a lot ofmen like him!'' said Chong.
With an estimated viewership of over six million in India, Cartoon Network has had an unprecedented success here. ``India is a priority market for TNT & Cartoon Network and we remain committed to our loyal viewers in India,'' said Chong. They aim to continue with just the two-hour Hindi slot for the rest of 1999 and will be visiting Hyderabad, Ahmedabad and Delhi to do more research on the language front, she said.
Cartoon Network is broadcast across the world in 14 different languages. And its not just kids who are hooked on, about one-third of the world audience comprises adults, said Chong.
Copyright © 1999 Indian Express Newspapers (Bombay) Ltd.
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This story was printed from Net Express located at http://www.expressindia.com. Net Express provides a portal to India, with news from The Indian Express and The Financial Express along with sites on travel and tourism, the entertainment industry, the power sector, the environment and much more.
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