New look coming to Cartoon Network

Cartoon Network has begun to roll out a new on-air look involving new 3D intersitial animations and a new logo.

The new package was fully implemented in the USA on Monday morning, and Turner Broadcasting says it will be appearing next in Latin America. Channels in Europe and Asia will have to wait a little longer, but the broadcaster confirmed that it would be appearing "eventually."

"Our positioning statement at Cartoon Network is to embody the unexpected and surprising," said Cartoon Network Worldwide's executive VP and general manager, Jim Samples. "We realised, however, that while our programming has always been innovative and fluid, the on-air packaging surrounding the original and acquired material has remained relatively unchanged over the lifespan of our median age viewer, typically a child between the ages of 6-8 years old. So we embarked on this significant undertaking a little more than a year ago to be ready to reveal an all-new environment in time for peak viewing and sampling during the summer months.

"The new logo simply provided a more contemporary, flexible, design-driven option for our animators to use or manipulate in a variety of creative ways on-air."

Sydney-based Animal Logic produced the new interstitial animations, while Elias Arts in New York produced the new sound design.

Pete Johnson, Cartoon Network VP and executive director, explained how the new animations work: "Imagine a universe in which all Cartoon Network stars co-exist side by side. The Justice League’s Watchtower satellite orbits above in space, Dexter’s house backs up onto the playground that the Powerpuff Girls enjoy at Pokey Oaks Kindergarten and the three Eds’ cul-de-sac is two streets down from Eustace, Muriel’s and Courage the Cowardly Dog’s place. Anything can happen here—Professor Utonium can borrow a cup of liquid nitrogen from Dexter, the Eds can go to school with Robot Jones and Johnny Bravo can get rejected by Bugs Bunny in drag. Basically, this is a vital, evolving world that is a 3-D interpretation of our combined cartoon series’ environments."