Buyer Profile: Adina Pitt

VP, Content Acquisitions & Co-Productions
Cartoon Network

TV KIDS: What is Cartoon Network’s overall mission and general programming strategy?
PITT: Cartoon Network has always been a destination of fun for kids 6 to 11 and boys in particular. We spend a lot of time researching our demos and trying to super-serve them with a diverse lineup. We’ve been executing on our new content strategy for a while and really expanding what we offer our viewers by introducing more live-action genres, more animated comedies, more action-adventure shows—more of what they love. This kind of shift takes time, but we’re having a lot of fun working together sharing a common goal.

TV KIDS: Are you looking to broaden the core audience?
PITT: Our network has always been the first stop for boys. We have a very loyal boy audience. We want to maintain their loyalty by providing the best shows possible. Some of our day parts and shows attract girls too. It’s nice to have a broad reach, but we know you can’t be everything to everyone.

TV KIDS: How much of the schedule is acquired versus commissioned/in-house productions?
PITT: We have a fairly healthy balance between the acquired fare and the originals. Some years there’s more of one, and in other years, there’s more of the other.

TV KIDS: What are some of your most recent acquisitions?
PITT: Some examples of recent pickups that have already hit the air include new episodes of Johnny Test, The Garfield Show and Casper’s Scare School.

TV KIDS: What led you to pick up these titles?
PITT: These brands are known entities on our air as well as with our audience. These titles also fit the particular programming needs on the network.

TV KIDS: What have been some of the top performing acquisitions?
PITT: We’ve had success with movies we’ve acquired as well as holiday and non-holiday specials. Comedies like the Total Drama franchise were lots of fun to add to the lineup.

TV KIDS: Where do you look for your acquisitions?
PITT: It’s a 12-month meeting process for us. We’re always looking so that keeps us very busy, but it’s especially important for us to be at the markets like MIPCOM and MIPTV, for example. These events enable us to meet with the content providers, creators and also discuss future product.

TV KIDS: Did you reduce your buying budget in 2009 because of the economy?
PITT: I like to look at it as we were asked to be more focused on what we buy.

TV KIDS: What genres of programs are you looking to buy?
PITT: I am happy to review all genres folks are pitching for kids 6 to 11 and 9 to 14. I would love to see more animated and live-action comedies for youth in the marketplace.

TV KIDS: Are there any particular slots that you’re looking to fill?
PITT: Right now, I am just looking for shows that can resonate with our audience and build blocks for us.