Cartoon Network Launches New Multiplatform Initiative

ATLANTA, September 5: Cartoon Network New Media has
announced plans to launch Master Control, a 15-week multiplatform initiative
that gives kids control over what shows will air in the after-school block on
Cartoon Network and help build an online fan network.

Beginning on September 24, viewers can visit
CartoonNetwork.com and join one of three Master Control teams: Shadowmark,
which is characterized as stealthy and mysterious; Vikinators, who are fiercely
competitive warriors that never back down; and Blastadons, who are elite warlocks
by birthright and wield powerful and ancient magic. Viewers may switch
allegiances as they like throughout the season. Team members can vote online
for which Cartoon Network show they'd like to see air Monday through Thursday
in the 5:30 p.m. program slot. The team that casts the most votes each Friday
decides the entire 4 p.m. to 6 p.m. programming block for that day. As the
Master Control season progresses, Cartoon Network will roll out more
team-themed activities and extras, culminating in a tournament-play round, the
winner of which gains even more days of control over the network lineup.

Master Control teams will also have home pages that serve as
virtual clubhouses with themed logos in addition to branding that will carry
through to network promotions and on-air bumpers.

“We are committed to delivering multiplatform activities
that will spark engagement and empowerment for the Cartoon Network audience,”
said Paul Condolora, the senior VP and general manager of Cartoon Network New
Media. “Master Control does that and offers a Cartoon Network twist to online
voting for television programming.”