Cartoonito takes pole position as the most widely distributed pay TV preschool channel in the UK
- Cartoonito now on Virgin Media and has extended its evening broadcast
- Increased audience and high profile marketing campaigns boosts Cartoonito's appeal for advertisers
- Cartoonito ad revenue up 35% this year
LONDON, 11 May 2010: Cartoonito, the popular preschool channel from Turner Broadcasting, debuted on Virgin Media on 25th March 2010. Reaching Virgin Media's 3.7 million customers for the first time, it is now the most widely distributed pay TV preschool channel in the UK. The channel is also available on Sky 619. The Virgin Media agreement will also make Cartoonito content available on demand, online and via mobile.
Cartoonito's widened distribution comes on the back of a record-breaking year for the channel last year, in which it achieved the highest audience growth amongst all UK kids' channels. The channel extended its kids' viewership by a phenomenal 91% and grew its mums' audience by an impressive 77% (Source: Barb).
Cartoonito is home to a raft of high quality preschool shows such as Fireman Sam, the Care Bears, Hi-5, Baby Looney Tunes and The Land Before Time. The Cartoonito on demand offering will make available Turner Broadcasting's UK-produced commissions such as Go And... and Cartoonito Karaoke. On-air the channel is hosted by six cutely shaped characters collectively called the Cartoonitos, and individually called Lolly, Ting, Spike, Ringo, Bubble and Cuba, who are popular and recognisable channel icons.
Cartoonito's increased distribution was bolstered by the extension of the channel's closing time by one hour to 8pm daily. Cartoonito will continue to sign-off with its award-winning 90-second ad for GSK Aquafresh's kids' toothpaste range, which reminds to kids to brush their teeth before bedtime, and is now into its third successful year.
The broadcaster recently appointed Michael Carrington as Chief Content Officer for kids. As the BBC's former preschool head, Cartoonito will benefit from his vast experience in developing preschool content.
In addition, Turner Broadcasting has launched the second phase of its 'My Favourite Things' marketing campaign for Cartoonito, initially fronted by favourite celebrity mum, Myleene Klass, and in collaboration with Mothercare. Phase two sees winners of Cartoonito's 'My Favourite Things' competition on leading mums site www.mumsnet.com interviewed by well-known celebrity dad Jeff Brazier for on-air and off-air activity.
Pete Flamman, SVP and General Manager for Northern Europe at Turner Broadcasting says: "Cartoonito is enjoying a period of exceptional growth, which looks set to continue thanks to this increased distribution. We are ramping up our programming investment and seeking new shows to complement the existing line-up and fit with the channel's ethos of entertainment and education. The pre-school market is highly competitive but as more and more parents chose Cartoonito, advertisers are following suit. They all recognise that Cartoonito offers a trusted and engaging brand space to reach preschoolers and this has contributed to 35% increase in revenue since the start of this year."
(Source: BARB, Jan to Dec 2009, 0600-1900, multichannel homes)
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PRESS CONTACT: Yinka Akindele, Turner Broadcasting, 020 7693 1105, yinka.akindele@turner.com
Notes to editors:
About 'My Favourite Things' marketing campaign
A multiplatform brand awareness campaign with Mothercare and Myleene Klass, which launched in October 2009 to promote Cartoonito's "Go And..." series. Myleene led a group of real mums in a re-recording of The Sound of Music classic "My Favourite Things", which ran on-air, in DVD sampling to 500,000 playschools and nurseries and on social media sites. Additionally Turner teamed up with Mumsnet, the UK's largest mums online community, to stir up debate on mums' favourite and least favourite things about being a parent.
About GSK Aquafresh advertising campaign
The GSK Aquafresh campaign on Cartoonito is an exclusive 90-second spot which encourages kids to brush their teeth before bedtime, and airs in the final 90-seconds before the channel ceases broadcast each day. The 3D animation spot brings to life the red, white and blue Aquafresh colours in the form of three nurdles (toothpaste squirts) called Billy, Lilly and Milky, who sing the Nurdle Schmurdle song, which highlights teeth brushing in a fun light. The campaign has won two Media Week Awards - Best Sales Pitch (medium) and Best Media Idea (medium) and one Campaign Award - Best Fashion, Beauty and Healthcare. The campaign was negotiated and created by Turner Media Innovations.
About Turner Media Innovations
Turner Media Innovations offers a media consultancy service combining Ad Sales, Sponsorship & Promotions, Digital Media, Creative and Research to deliver bespoke advertising solutions. In addition to securing spot advertising, Turner Media Innovations creates integrated campaigns across a range of platforms including television, online and gaming. Turner Media Innovations is also able to deliver strategies for licensing and merchandising. The team can offer opportunities across Turner Broadcasting's entire entertainment portfolio; Cartoon Network, CN Too, Boomerang, Cartoonito, TCM (Turner Classic Movies) and Adult Swim. For more details see www.turnermediainnovations.com.
About Cartoonito
Cartoonito is a preschool channel where young children can explore their world in a fun and imaginative way. Cartoonito airs an array of preschool programmes including the new look Fireman Sam, a new UK version of Hi-5, The Land Before Time, Barney, and Baby Looney Tunes; as well as exclusive UK commissions Cartoonito Karaoke, Go and Get a Grown Up and Go and Be a Grown Up. Unique to the channel is the make-believe world of the Cartoonitos, six animated characters who introduce the shows in both English and French. Cartoonito broadcasts daily from 3am until 7pm, and includes day parted programming designed to reflect the lives of preschoolers and their parents. Cartoonito is operated by Turner Broadcasting System Europe, a Time Warner Company. In the UK Cartoonito is available on Sky 619. www.cartoonito.co.uk
