Cartoon Network: The Indian Experience

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Case Details:

Case Code : BSTR035
Case Length : 10 Pages
Period : 1999 - 2002
Organization : Cartoon Network
Pub Date : 2002
Teaching Note :Not Available
Countries : India
Industry : Media and Entertainment

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Background Note

A cartoon literally means a drawing/sketch of a humorous situation, often accompanied by a caption. In the late 19th century, cartoons portrayed political situations in a satirical manner. During the late 1890s, cartoons took the shape of 'comics,' which were essentially cartoons with a storyline.

The first comic series that came in the form of a book was 'The Funnies' in 1929. During the mid 1900s, comic book characters such as 'Superman,' 'Mickey Mouse,' 'Little Orphan Annie,' 'Dick Tracy,' 'Bizzaro,' 'Popeye,' 'Aquaman,' and 'Flash Gordon' gained popularity around the world. Animated cartoons evolved during the early 1900s (Refer Exhibit I for a note on animated cartoons). 'Sinking of the Lusitania,' released in 1918, is considered by many to be the world's first animated feature film. By 1920, many animation studios were established across the US and France. The most influential animation studio in the world, Walt Disney 1(Disney), entered the market in 1928. Disney's first venture was 'Streamboat Willie,' starring Mickey Mouse. Other leading animation providers during the mid-1900s were Warner Bros. and MGM.

Some of the popular animation feature films of those times were 'Snow White and the Seven Dwarfs,' 'Pinocchio,' and 'The Jungle Book.'

Ollie Johnston, Frank Thomas, Eric Larson, Vladimir Tytla, Jay Ward, Bill Hanna and Joe Barbera are some of the people who made noteworthy contribution to the evolution, advancement and popularity of cartoon/animation characters across the world. Cartoons were introduced for the first time on TV in 1950 with Jay Ward's 'Crusader Rabbit' in the US. However, the development of cartoons specifically for TV did not begin till the 1960s as animated feature films ruled the market till then. However, with audiences preferring TV to cinema houses, many cartoon studios had to close shop.2 This gave momentum to the production of animated cartoons for TV. Some of the best-known cartoon series were developed during the next two decades: 'Scooby Doo,' 'The Flintstones,' 'The Jetsons,' 'The Speed Buggy,' and 'The Snorks.' The leading producers were Hanna Barbara, Filmation and DIC...

Excerpts >>

1] Disney dominated the global cartoon/animation market even in the early 21st century.

2] Mid-1980s onwards, many US movie studios had again started making animation films. Many of these films - Aladdin, The Lion King - were very successful. Moreover, movies based on cartoon characters proved to be huge money-spinners. Batman, Spiderman, X-Men, and Scooby Doo movies did phenomenally well across the globe.


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