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Case
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Reference no. 302-152-1
Authors: A Mukund; C Radhika
Published by: IBS Center for Management Research
Published in: 2002

Abstract

The case examines the growth and evolution of Cartoon Network, the leader in the children''s TV entertainment segment in India. The localisation and brand building initiatives taken by the channel are explored in detail. The case also discusses the measures taken by Cartoon Network to counter the threat posed by rival channels Kermit and Nickelodeon. The case also discusses the various charges levelled against the channel by critics and explores its future prospects. The case is structured to enable students to: (1) briefly understand the concept of cartoons, their universal appeal, and their ability to earn revenues for a TV channel/network; (2) understand the business logic behind running a niche TV channel as against a general entertainment channel; (3) identify the strategies that helped Cartoon Network not only emerge and remain the leader in the children''s entertainment segment but the overall Indian satellite TV market as well; (4) the pros and cons of following a restrictive programming mix as against a varied programming mix for a niche TV channel; and (5) understand the ethical implications involved in running a TV channel targeted at children and the possible consequences of charges of exploitation. The case is aimed at MBA/PGDBA students and is intended to be a part of the strategy and general management curriculum.
Location:
Industry:
Size:
Large
Other setting(s):
1995-2002

About

Abstract

The case examines the growth and evolution of Cartoon Network, the leader in the children''s TV entertainment segment in India. The localisation and brand building initiatives taken by the channel are explored in detail. The case also discusses the measures taken by Cartoon Network to counter the threat posed by rival channels Kermit and Nickelodeon. The case also discusses the various charges levelled against the channel by critics and explores its future prospects. The case is structured to enable students to: (1) briefly understand the concept of cartoons, their universal appeal, and their ability to earn revenues for a TV channel/network; (2) understand the business logic behind running a niche TV channel as against a general entertainment channel; (3) identify the strategies that helped Cartoon Network not only emerge and remain the leader in the children''s entertainment segment but the overall Indian satellite TV market as well; (4) the pros and cons of following a restrictive programming mix as against a varied programming mix for a niche TV channel; and (5) understand the ethical implications involved in running a TV channel targeted at children and the possible consequences of charges of exploitation. The case is aimed at MBA/PGDBA students and is intended to be a part of the strategy and general management curriculum.

Settings

Location:
Industry:
Size:
Large
Other setting(s):
1995-2002

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