WHERE ARE THE CHICKS ON CARTOON NETWORK?
Creating a chick-friendly network KiSheyna Durham
2010 KiSheyna Durham. All rights reserved.
WHERE ARE THE CHICKS ON CARTOON NETWORK?
Creating a chick-friendly network ABSTRACT
In a male dominated society, it is prevalent that is also dominated in the media as well. In movies, television shows, and even children cartoons there less shows that are being targeted to young females. How can Cartoon Network change these statistics for a better gender-balanced network for children?
INTRODUCTION
When was the last time Cartoon Network (CN) crafted a cartoon series that targeted young girls? Sugar, spice & everything nice was the ultimate combination to create the most girl-powered induced, super hero characters of the PowerPuff Girls on the highly popular network for children. The PowerPuff girls were also a huge marketing franchise success! Merchandising based on The Powerpuff Girls encompassed everything from T-shirts, toys, and video games to lunchboxes and dishware.Since the cancellation of the highest premier rating show of Cartoon Network in 2005, cartoons demographically targeted to young females on the network have not been able to reach the same level of massive success.
MEDIA RESEARCH WITH GENDER IMBALANCED PROMOTION
THE GEENA DAVIS INSTITUTE ON GENDER IN MEDA RESEARCH Geena Davis, an American actress, launched The Geena Davis Institute on Gender in Media (GDIGM) in 2007. The Institutes first focus is an on-the ground program that works collaboratively with the entertainment industry to dramatically increase the presence of female characters in media aimed at children and to reduce stereotyping of females by the male-dominated industry. February 7, 2008 Examining 15,000 individual speaking characters across G-, PG-, PG-13, and R-rated films, research by Dr. Stacy Smith of USCs Annenberg School for Communication in association with the Geena Davis Institute on Gender in Media indicates that males outnumber females roughly 3 (2.71) to 1 on the silver screen. The results were stunning. At the dawn of a new millennium in a world more than 50 percent female the sorry message sent to kids by the media is that women and girls have less value than men and boys. For every female character there are three male characters in G-rated films. In group scenes, fewer than one in five characters are female.
2010 KiSheyna Durham. All rights reserved.
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ADDITIONAL RESEARCH RESULTS FROM GDIGM G-rated movies and certain TV categories need more females as main characters, minor characters, narrators, and in crowds. G-rated movies and certain TV categories need more characters of color, especially female characters of color as main characters, minor characters, narrators, and in crowds. G-rated movies need to create more female characters with aspirations beyond romance. G-rated movies need to create more women and girl characters that are valued for their inner character, too.
CARTOON NETWORK Currently, the newest hit series on Cartoon Network, Adventure Time, launched the evening by scoring as the #1 show in its timeslot on all television among boys 6-11, boys 2-11 and boys 9-14, earning triple-digit gains across the board. Delivery among boys 6-11 (559,000) improved by 131%, boys 2-11 delivery (750,000) improved by 103% and boys 9-14 delivery (419,000) improved by 144%. (Source. www.tvbynumbers.com 18 May 2010). Adventure Time is one out of 30 shows the network produces that is demographically targeted to boys. According to a Variety article Cartoon Network Eyes Young Males, advertisers are after the young male demographic to sell action figures, food and other branded merchandise. Campanelli explains, and Cartoon skews toward that desirable audience, even though Nickelodeon usually has higher ratings. You can get more raw kids, but you're also going to get a stronger female audience as well, Campanelli says of Nick. You're paying for the girls that you don't necessarily want, whereas Cartoon is mostly a pure boys audience. (Source. www.variety.com 23 May 2008). Cartoon Network previously had a girl-power extravaganza Sunday night line-up which included Totally Spies & Atomic Betty. Although those shows were female targeted cartoons on the network, neither of them compared to the huge success of the Powerpuff Girls franchise that many girls adored. The business of marketing products to young people through the media in the United States and around the world, and how writers and producers can create complex female characters for the childrens market. Is Cartoon Network becoming a boy dominated channel and if so, how can the network improve on the lack of female cartoon representation?
2010 KiSheyna Durham. All rights reserved.
Listing of Cartoon Networks Recent Weekly Televised Shows
Current Cartoon Network Shows *6teen TV-PG - TV-PG-D TV-PG-DV for dude of the living dead (2008 - present) *Adventure Time with Finn and Jake TV-PG (April 5 2010 - Present) *The Amazing Spiez! TV-Y7-FV (2010 - Present) *Bakugan: Gundalian Invaders TV-Y7-FV (2010 - Present) *Batman: The Brave and the Bold TV-Y7 (2008 - Present) *Ben 10: Ultimate Alien TV-Y7 (April 23 2010 - Present) *Camp Lazlo TV-Y7 (2010 - Present) *Chaotic TV-Y7-FV (2006 - Present) Chowder TV-Y7-TV-Y7-FV (2007 - Present) *Codename: Kids Next Door TV-Y7 (2010 - Present) *Destroy Build Destroy TV-PG (2009-present) *Dude, What Would Happen TV-PG (2009-present) *Ed, Edd n Eddy TV-Y7 (1999 - Present) *The Garfield Show TV-Y7 (2009 - Present) *Generator Rex TV-PG-V (April 23 2010 - Present) *Hero: 108 TV-Y7-FV (2010 - Present) *Hot Wheels Battle Force 5 TV-Y7 (2009 - Present) *Johnny Test TV-Y7 (2008 - Present) *The Marvelous Misadventures of Flapjack TV-Y7-TV-Y7-FV (June 5 2008 - Present) *My Gym Partner's a Monkey TV-Y7 (2006 - present) *Pink Panther and Pals TV-Y7 (2010 - present) *Pokmon: Diamond and Pearl: Galactic Battles TV-Y7-FV (2009 - present) *Star Wars: The Clone Wars TV-PG-V (2008 - present) *The Super Hero Squad Show TV-Y7 (2009 - present) *Tom and Jerry TV-G (1992 - present) *Total Drama Action TV-PG-TV-PG-D (2009 - present) * Total Drama Island TV-PG-TV-PG-D [2008 - present *Totally Spies! TV-Y7-FV (2003-present) *Yu-Gi-Oh! 5D's TV-Y7-FV (2009 - 2010
Most of the current Cartoon Network shows are demographically targeted to boys ages 6-12 years old.
IDEAS TO MAKE CARTOON NETWORK MORE CHICK-FRIENDLY
2010 KiSheyna Durham. All rights reserved.
Target audience outreach: Young Girls Ages 6-14 years Launch Campaign Missing Chicks Project
The Missing Chicks Project can be developed into a national advertised campaign to get graphic designers & cartoon artist to pitch their chick-friendly ideas to Cartoon Network. This campaign can also be a social media outreach project where several candidates can interactively participate through the creation of FaceBook Fan Pages, Twitter, & YouTube. Thousands of candidates will be narrowed down to the top ten in which Cartoon Network executives decide to choose 3-5 of the best cartoon show treatments to add to the networks line-up. Potential Launch Dates Late 2010 / Early 2011
What is New Chicks On the Block?
New Chicks on the Block will be the promotional advertising slogan to launch the new line-up of chick-friendly shows on Cartoon Network after the shows have been chosen from The Missing Chicks Project. New Chicks on the Block will be a fun way to engage the young girl demographic ages 6-12 to anticipate the new show line-up with the new characters. The New Chicks on the Block promotional advertisements & commercials can be an interaction between the current CN cast & the new female characters in fun, playful, and even competitive ways. The Benefits of the New Chick-Friendly Line-Up Cartoon Networks rating will rise due to the new targeted audience of young girls. Cartoon Network will become a more gender balanced programming outlet. Positive feedback for Cartoon Network promoting cartoons to please the young female demographic. Similar to the Powerpuff Girls franchise success, more branding & exposure will lead to new franchises targeted to young girls.
2010 KiSheyna Durham. All rights reserved.
2010 KiSheyna Durham. All rights reserved.
