Cartoon Network to Amass $53 Million in 1998 On-Air Sponsored Promotions Corporate Partners Include LEGO(tm), Hasbro Toys & Games, Kraft Kids Brands,Got Milk?(r), Discovery Zone, Nintendo(tm), Bandai America & Six Flags Theme Parks

April 21, 1998

With ink drying on final contracts just two weeks in advance of the National Cable Television Association (NCTA) convention, Cartoon Network today announces the completion of its 1998 on-air promotional calendar, valued at more than $53 million in media value, brand exposure, cable affiliate participation and ancillary expenditures according to Karl Kuechenmeister, senior vice president, Turner Kids at Turner Broadcasting Sales, Inc. The mid-April date marks the all-animation basic cable network's earliest and most profitable year-long schedule of corporate-sponsored on-air events in its history.

"Having all of our 1998 commitments in place at this point in the year directly points to the increasing value and trust Cartoon Network has built with major kid-targeted advertisers," says Kuechenmeister. "It's extremely gratifying to see that our attention to developing true partnerships with these companies has been rewarded both with renewals of programs that proved successful last year and all-new campaigns that will further our reputation for break-through promotions. With the current calendar in place, our promotions team is free now to focus its efforts on new partnerships for 1999 and beyond."

Highlights of upcoming on-air sponsored promotions include COASTER 2 COASTER, a spring contest to send kids on a roller coaster journey across America sponsored by Six Flags Theme Parks and got milk?(R); DEXTER'S DUPLICATION SUMMER, a multi-tiered campaign centered around the M-F primetime launch of Dexter's Laboratory, sponsored by Discovery Zone(TM); ZOINKS!, an October celebration of the ever-popular Scooby-Doo and the 25th anniversary of LEGO(TM); and SAY WHEN!, an annual toy-driven holiday fantasy come true from Hasbro Toys and Games.

In addition, Cartoon Network's first quarter on-air promotions have contributed significant media value to the 1998 calendar. GET TOONED, a three-month marketing program involving six Kraft Kids Brands products, launched Q1 with a fun yet powerful program that included awarding a kid the chance to star in her very own cartoon. Moreover, Toonami, Cartoon Network's hip afternoon adventure block (M-F, 4-6 p.m.), has proven a popular breeding ground for instant on-air giveaways for premiere toy manufacturers as Nintendo(TM), Bandai America and Hasbro Toys and Games.

"We could not ask for a more prominent list of sponsors to be involved in Cartoon Network integrated promotions," adds Craig McAnsh, senior vice president of marketing at Cartoon Network. "It's a compliment to us that recognized industry leaders such as these choose to align themselves with our emerging brand of cartoon entertainment."

Cartoon Network, currently seen in more than 49.5 million U.S. homes, is Turner Broadcasting System, Inc.'s 24-hour, basic cable service offering the best in animated entertainment. Drawing from the world's largest cartoon library, Cartoon Network also creates and showcases innovative original programming such as Dexter's Laboratory, Johnny Bravo, Cow and Chicken, Space Ghost Coast to Coast and Cartoon Cartoon. Since its launch in 1992, Cartoon Network has remained one of basic cable's fastest growing, highest-rated networks.

Turner Broadcasting System, Inc., a subsidiary of Time Warner Inc., is a major producer of news and entertainment product around the world and the leading provider of programming for the basic cable industry.

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