Toon Today

Another reason is simply that there are more options available. Instead of watching endless reruns of Duck Tales or Scooby Doo,children can switch to something different. Monica Tata,VP and deputy general manager of Turner International’s South Asia operations,explains,“Youngsters are aware,crave variety and have short attention spans. So channels have to consistently introduce innovative programming and content.”

Channels are also providing content that children can feel a direct connect with. When Cartoon Network,Disney and Nick first launched in India,children had to make do with American programming. But as the channels expanded and donned more local avatars,shows like Rugrats were taken off air as they couldn’t be satisfactorily dubbed into Indian languages. Jaipuria adds,“We also found that many aspects of the shows,like the typical American high school culture,weren’t relevant in India. So we opted for shows with universal appeal.” Disney too,which runs the popular Japanese anime Doraemon and Shin Chan,made the choice to be more sensitive to Indian ethos. Channels have also taken up more local options—Nick launched Little

Krishna last year,while Pogo has seen tremendous success with Chhota Bheem and Cartoon Network has recently started a series based on Amar Chitra Katha. Disney will also soon show a Feluda adventure,The Kathmandu Caper.

That doesn’t mean that classic cartoons have been eclipsed. Tom & Jerry continues to rule the ratings on Cartoon Network. Tata says,“This perfectly matched darling duo has always been a hit with Indian kids and adults.” Prabhu seconds Tata,citing the example of Mickey Mouse who is one of the most recognised characters across categories for Disney. Jaipuria explains it well,“Cartoons are a habit—it doesn’t matter if you repeat the same episodes,children will continue to watch because it’s a familiar tale,that’s compellingly told.”

Top Toons
* Tom & Jerry:This duo continues to be a cross-generational favourite
* Shin Chan: The quick thinking,quick-talking brat never fails to amuse his fans
* Doraemon: This robot is popular for his wise words and gadgets
* Dora the Explorer: The spunky Latina girl is smart,funny and kind
* Spongebob Squarepants: Children and adults alike love the energetic and optimistic Spongebob
* Chhota Bheem: Bheem may be a mythological character,but Chhota Bheem’s success says that even today’s children identify with the hero
* Phineas and Ferb:The highly intelligent brothers vaguely resemble Dexter,with their crazy inventions and their attempts to annoy their sister
* Ninja Hattori: The little Ninja helps his 10-year-old friend battle his problems and keeps an eye on him at all times
* Ben 10: The futuristic action series enthrals children with aliens and the classic good vs evil plot
* Mickey Mouse: Disney’s iconic toon remians evergreen

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