{"id":13014,"date":"2017-09-25T08:59:51","date_gmt":"2017-09-25T12:59:51","guid":{"rendered":"http:\/\/worldscreen.com\/tvkids\/cartoon-networks-christina-miller\/"},"modified":"2017-10-03T15:01:05","modified_gmt":"2017-10-03T19:01:05","slug":"cartoon-networks-christina-miller","status":"publish","type":"post","link":"https:\/\/worldscreen.com\/tvkids\/cartoon-networks-christina-miller\/","title":{"rendered":"Turner’s Christina Miller"},"content":{"rendered":"

\"\"<\/a><\/p>\n

On October 1, 1992, Cartoon Network launched in the U.S. as the world\u2019s first 24\/7 all-animation channel. At the time, Turner Broadcasting had recently completed its acquisition of the Hanna-Barbera library, a slate of classic, timeless cartoons that would serve as the foundation of the new channel\u2019s programming strategy. Speaking to The<\/em> New York Times<\/em> about the launch in 1992, Ted Turner was realistic about the challenges of mass reach for the new service in the capacity-challenged pay-TV world at the time, calling it a \u201clong-term play.\u201d Twenty-five years later, Cartoon Network is a well-entrenched brand across the globe, reaching 192 countries and more than 400 million homes. Thanks to the prolific output at Cartoon Network Studios and select acquisitions, the channel has found millions of fans with signature series like Ben 10<\/em>, Adventure Time<\/em>, The<\/em> Powerpuff Girls<\/em>, We Bare Bears<\/em> and more. And Cartoon Network is much more than a TV brand today, with a slew of apps that allow kids to engage with their favorite shows on phones and tablets, anytime and anywhere, while Cartoon Network Enterprises has been rolling out a range of merchandise inspired by the channel\u2019s top original series. Christina Miller, the president and general manager of Cartoon Network, Boomerang and Adult Swim, talks to TV Kids<\/em> about maintaining her portfolio\u2019s success and evolving with the ever-changing media habits of young audiences.<\/p>\n

TV KIDS:<\/strong> Cartoon Network is marking a landmark birthday this year. Tell us about the anniversary theme of \u201c25 Years of Drawing on Creativity.\u201d
\nMILLER:<\/strong> It\u2019s a celebration of the past 25 years of, ultimately, connecting with our fans\u2014that\u2019s always at the center of everything we do\u2014having a global mindset about how we\u2019re doing it and then being creatively driven.<\/p>\n

Ted Turner would often refer to us as his second greatest idea\u2014CNN was born first\u2014and it was a little bit of a crazy idea. All of the firsts that have come out of Cartoon Network are great examples of how we think about things. We were the first 24\/7 animation network. We were the first kids\u2019 network to launch a website, let alone a video app or a watch-and-play app. We\u2019ve been at the forefront and have rewritten the rules for 25 years. Keeping pace with that and always fulfilling the fact that we were this crazy idea is part of what\u2019s in our DNA. Reflecting back on our 25-year mark, we\u2019re proud that we\u2019ve grown lifelong fans and that we\u2019ve done it with creativity and innovation. And for the last 25 years, we\u2019ve made people laugh. That\u2019s a pretty big thing to accomplish!<\/p>\n

TV KIDS:<\/strong> What are the greatest challenges in targeting this mobile-first generation of Plurals. And what\u2019s been most fun about programming for this demographic?
\nMILLER:<\/strong> Each challenge brings an opportunity. We do look at the world like that. It is very fast moving. We all feel how dynamic it is in this marketplace\u2014the rate of change, the new platforms, the speed with which you\u2019re able to connect with your audience. It\u2019s very much a real-time world. It\u2019s not a day, date and time; it\u2019s not a moment in time, it\u2019s all the time<\/em>. So preparing for that and being aware of that is both an opportunity and a challenge. There\u2019s not a moment when you go dark anymore. You have to have fresh content. It\u2019s also a sharing generation, so you have to make sure you create a loop that allows them to be part of it, participate and celebrate with you. When you do that, they\u2019ll evange\u00adlize for you. There\u2019s nothing stronger than hearing it from a friend, and that\u2019s true with the youngest of audiences.<\/p>\n

TV KIDS:<\/strong> And if they don\u2019t like something, you\u2019ll hear about that too.
\nMILLER:<\/strong> They will tell you. It\u2019s not a one-versus-many world anymore. It\u2019s many coming back into that source. You talk about challenges and opportunities\u2014the world is much more open-source now, and we\u2019re IP creators, so how do you give enough of your brand, your IP, what your fans want from you, to them and turn it over to them while still managing it effectively?<\/p>\n

TV KIDS:<\/strong> How has the Ben 10<\/em> launch gone? Are there other classic properties you\u2019re looking at resurrecting?
\nMILLER:<\/strong> The relaunch is going really, really well. It has been greeted with as much love the second time around. The truth of the matter is it\u2019s a strong, successful, global brand that was still vibrant in different places in the world. It had never collectively gone away. What we did was push it back into the global mindset and rolled out fresh content that is of this moment, and we\u2019re being rewarded for it. We see it in the ratings, we see it in the mobile game, we\u2019re starting to see it in the consumer products, and we\u2019re seeing that amplified market by market. We\u2019re thrilled with it.<\/p>\n

With The Powerpuff Girls<\/em>, the original, iconic, girl-power brand, it was the right time to reinvigorate it. The same with Ben 10<\/em>. We took a step back and said, it\u2019s still vibrant in some places, we should be committed to new content and new executions of this in a bigger way, and off we went. Those are two great examples of it. But it\u2019s certainly not a formula or something we want to do unless the time is right.<\/p>\n

TV KIDS:<\/strong> You announced a lot of returning shows at your Upfront this year. What goes into keeping those series successful year after year?
\nMILLER:<\/strong> For us, it\u2019s really about being multiplatform by design and providing layered experiences. Some of those come out in that very first moment and some evolve. Take something like Mighty Magiswords<\/em>, which over a period of time evolved by platform and technology, whether it was 15-second, random, choose-your-own-adventure style gamified content or a more linear series that also took into account an overlay of that gamification through collectability and mobile games. Loosening that thread happens over multiple seasons. That\u2019s part of the franchise planning that we\u2019ve been doing\u2014really looking at a blueprint and scaling the opportunity and the audience and the platform. Sometimes that\u2019s over multiple seasons, and sometimes it\u2019s very much, let\u2019s press go out of the gate. Look at OK K.O.! Let\u2019s Be Heroes<\/em>\u2014we co-developed the console games and the show from the word go. They were informing each other the entire time. They are a greater collective whole because of that. And if you\u2019re a fan of that show, you\u2019ll like that layered, immersive approach. We believe that we can con\u00adtinue to do that in new episodes and in rolling out more heroes, more content, more games. That one will radiate out, but at the core, it will always be this give-and-take between a video game and a series because that\u2019s core to the storyline and the characters.<\/p>\n

TV KIDS:<\/strong> I was chatting with Mark Eyers from Turner Asia Pacific recently, and he mentioned the app that will recognize when you\u2019re watching Magiswords<\/em> and reward you with a particular sword. The number of components you have to manage on each show is pretty astonishing!
\nMILLER:<\/strong> Thank you for noticing that! Think about that list of firsts: we are the first brand working with kids that has employed this ACR [automatic content recognition] technology. The thinking there is it\u2019s a hub and you can collect them across everything. It doesn\u2019t have to be collecting a sword specific to that series. You can collect a Cartoon Network-branded one after you watch the premiere of something. It\u2019s a great way to have participation, it\u2019s highly visual and it\u2019s a connective tissue between platform and brand.<\/p>\n

TV KIDS<\/strong>:<\/strong> How are you using the apps and digital content to experiment with new ideas and incubate upcoming talent
\nMILLER:<\/strong> Cartoon Network Anything, which we launched in 2014, was all about that effort. Magiswords <\/em>came out of that. It\u2019s digital shorts, 15-second consumable content, some of it is brand new and some extensions of [existing shows]. We\u2019re thinking about new ways to build brands. Mobile and short-form creative is as much about extending [brands as] it is about creating new ones. It\u2019s really about rewarding the platform. It\u2019s about visual storytelling and using the native tools and techniques available to us to create a more organic experience, and then seeing how people will share it across platforms, how they keep coming back to it, how they spend time with Cartoon Network video and where they\u2019ll watch. It goes back always to the ethos of connecting and serving our fans. That\u2019s at the core of everything we do; it\u2019s what propels us forward every day. We know that that small device is in everybody\u2019s hands all the time. How do we feed it in a fan-friendly way?<\/p>\n

TV KIDS:<\/strong> Let\u2019s talk about Cartoon Network Studios. How are you fostering creativity there?
\nMILLER:<\/strong> Some of it is that we\u2019ve never lost our excitement to fulfill the vision of this being the crazy idea! It\u2019s getting out of our adult brains and thinking about what our audience demands of us. It\u2019s keeping that streak going of making them laugh, and giving them the tools to explore and express creativity. It\u2019s thinking about the audience constantly, marrying that with platforms and, truthfully, being comfortable with the crazy ideas. The \u201clet\u2019s try this\u201d mentality has brought us to where we are today and that long list of firsts. We\u2019re continuing to do that around VR, AR, mobile content, and looking at the collaboration between artists, designers, content and platforms, at how you can mix and move between those things and [develop] new muscles. With Adventure Time<\/em> we were the first to come out with a game in VR. That was us thinking about story\u00adtelling and building worlds and layered experiences and what\u2019s available to us today to make some of that storytelling different and easier than maybe what was available last year or five years ago. Animation is the perfect vehicle for all of this technology. It is always about exploring and expanding what is possible. We have the creative talent, that\u2019s the starting point. You layer on the technology. Don\u2019t do something for technology\u2019s sake. Do it because it facilitates a greater experience, a greater world that we can build with storytelling and characters. And create something that is rewarding for that platform. What we don\u2019t ever want to be doing is having content up and just pushing it out because we can. That\u2019s not enough. We do pull ourselves from end to end here. By that I mean, whether it\u2019s Boomerang, Cartoon Network or Adult Swim, we\u2019re propelling ourselves forward, experimenting, trying new things, all in the vein of incredible storytelling, building characters and worlds, always keeping our fans at the center of what we do.<\/p>\n

TV KIDS:<\/strong> It\u2019s been a few years since the Boomerang refresh. What lessons did you take out of that experience for managing and relaunching brands in this current environment?
\nMILLER:<\/strong> It goes back to that core goal of, let\u2019s enter the world with a global mindset. Cartoon Network and Boomerang are global brands. We positioned Boomerang as trusted, beloved, timeless, with multigenerational appeal to it, and pushed the characters that people know and love to the forefront. That takes us back to that franchise management, thinking and articulating our brand globally and being relevant. Just because something is timeless and beloved doesn\u2019t mean that you don\u2019t create new content for it. If you look at the three years since we rebranded and relaunched, we\u2019ve moved through the system in a way that is indicative of this moment, not of a library of content. We rebranded globally, we put the characters everybody knows and loves forward, we created new content based on Tom and Jerry and Scooby-Doo and The Wizard of Oz and Wacky Races. We have maintained the relevance of those core brands and then here in the U.S. we also launched an SVOD service. So we\u2019ve taken advantage of the moment, the beloved nature of those brands and the technology to reach our audience and to give them the keys to that library from end to end.<\/p>\n

TV KIDS:<\/strong> What kinds of research do you conduct to understand your viewers, and how do those analytics then inform your programming decisions?
\nMILLER:<\/strong> Research, knowing our audience, is obviously core to what we\u2019re doing all the time. We\u2019ve done a fair amount of generational research. You\u2019ve heard us often talk about Plurals; most people refer to them as Generation Z. We\u2019re looking at what the generational differences are. The audience we serve is the first mobile generation. We\u2019re looking at how our audience\u2019s habits are changing, and what opportunities that reveals. We have lots of historical research and ratings. Measurement is a bit of a hot button with me, and a challenge. We\u2019re in this total consumption game, we\u2019re seeing more time-shifted viewing, and we know we\u2019ve led VOD consumption. We aggressively went after that and now we\u2019re in what looks like it will be the third straight year of growing that as a platform and a reach vehicle. Looking at all of those things and trying to have insights becomes critical. Having a more macro approach has become important to us to look at how we\u2019re delivering content, when we\u2019re delivering it, where we\u2019re delivering it, and then spending as much time as humanly possible with our fans and our audience to see what they\u2019re responding to. And we\u2019re taking a holistic view of the world as we push content out, whether that is something like Magiswords<\/em> that offers the ability to collect and participate, or something like a Steven Universe<\/em> or OK K.O.!<\/em> You take each one of those and look at the insights and the timeline. You see why that show is on now and why it\u2019s successful now. When we brought back Powerpuff Girls<\/em>, one of the main differences there was technology\u2014there was no such thing as a cell phone [when the show first premiered]. One of the things we did was make Bubbles quite a proficient coder, knowing that coding and technology are parts of kids\u2019 lives. It\u2019s really about understanding the generation, understanding their habits and looking at macro trends. And then they will tell you what they think, so it\u2019s about always actively listening to our audience.<\/p>\n

TV KIDS:<\/strong> How do you approach new technology and understand how to use it for your audience?
\nMILLER:<\/strong> It\u2019s one of those always-be-learning kind of things. And iterating. One of the great things that technology has brought us is the ability to iterate. You\u2019re creating something over a long period of time, and then it gets delivered and goes on air. Technology allows you, in real time, to bring people in and collaborate, to think about how we\u2019re telling stories, to think about what that technology will facilitate. We have an advisory board around technology. We try to interact with as many leaders in as many different spaces as possible to learn what\u2019s out there that we can be applying to our content and our initiatives. Look at the way we developed OK K.O.!<\/em> We partnered with a best-in-class console video-game provider who was going to bring us a different point of view and a different skill set that we were going to marry with what we know how to do: creating characters and animation, storytelling, bringing layered experiences and reaching the audience. So it\u2019s really about blending the lines between creativity and technology, collaborating wide, and iterating.<\/p>\n

TV KIDS:<\/strong> What are some of your upcoming programming highlights?
\nMILLER:<\/strong> Summer Camp Island<\/em> was a festival darling this last year; it won a lot of awards. We\u2019re super excited about that particular short and what might come next for it. Steven Universe<\/em> is of the moment and accelerating. We did great things around releasing the soundtrack, we have a console game coming, we did a music video. We\u2019re looking at the ability to launch new shows in new ways, whether it\u2019s mobile content, AR or VR.<\/p>\n","protected":false},"excerpt":{"rendered":"

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