here<\/a>.<\/strong><\/p>\n\u201cWe have this incredible history of Warner Bros. We hadn\u2019t had a chance to put all of our assets together and build a modern kids\u2019 and family business that we think WarnerMedia deserves,\u201d Ascheim said. \u201cThat\u2019s the quest we\u2019ve been on, to build the world\u2019s best kids\u2019 and family business. To do that, we had to think hard about who we are and our relationship with the audience. You start with a great brand and an emotional connection. That was the root of Redraw Your World.\u201d<\/p>\n
Speaking to audiences\u2019 needs to \u201cbe seen for who we really are, that sense of inclusion is the root of how we want our audience to feel. We want them to feel that when they\u2019re with us, they get to be their own best self. The second part is understanding that this generation of kids is pretty powerful. They have the ability to use social media; it\u2019s a way they can project force. They look at the role models who are just a little bit older than them\u2014Emma Gonz\u00e1lez, Greta Thunberg, Amanda Gorman\u2014who are looking at the world, finding it somewhat unsatisfying and doing everything they can to make it change. Redrawing Your World borrows this idea of imagination, which has always been the root of who we are, and creativity, but anchors it in the sense that you can reimagine the world to have it be the way you want it to be. That sense of inclusion and the potency of the audience is what animates our relationship with our audience.\u201d<\/p>\n
Redraw Your World, Ascheim continued, \u201canchors our sense of how we approach the world, it gives us a mission as we think about the audience. And if inclusion is the centerpiece of what you do and why you do it, we had to face whether we were dealing appropriately with all the members of the audience we want to talk to.\u201d<\/p>\n
Cartoonito arrives in the fall as \u201cthe biggest preschool commitment we\u2019ve ever made,\u201d he said. Appealing to a broader girl audience was also important. \u201cWe do really well with boys 6 to 11, but we haven\u2019t done as well with girls. We have a huge initiative to make sure girls are an equal part of the audience for us.\u201d Co-viewing is also a vital part of the remit, Ascheim noted. \u201cWhen we talked to families, pre-Covid, they were looking for moments to gather. Covid has made that more vivid. What makes that happen successfully is when entertainment is great for the family in totality; it\u2019s not just for the children and the parents are gritting their teeth. It\u2019s wildly entertaining for parents and wildly entertaining for kids.\u201d<\/p>\n
To attract more girl audiences, making girl characters prominent in animated series is key, Ascheim said, referencing the new projects Gross Girls<\/em> and Jade Armor<\/em>. The recently announced My Adventures with Superman<\/em> is \u201ckind of a romantic comedy. Lois, Clark and Jimmy are recent college graduates at the Daily Planet, going through the life stuff you go through when you\u2019re in your early 20s. It\u2019s a romance in addition to being a superhero story. In our version, Clark is new to his powers, so it\u2019s also a coming-of-age story for all of them. That piece of animation tested better with girls than any animation we\u2019ve done in a really long time.\u201d<\/p>\nCartoon Network is also venturing into live action, Ascheim continued. \u201cGirls in general developmentally like live action earlier than boys do, so we want to make sure we\u2019re investing there.\u201d Projects in development include Family Mash-Up<\/em>, from the makers of Hannah Montana<\/em>, which Ascheim described as \u201cThe Brady Bunch<\/em> meets Pitch Perfect<\/em>.\u201d Tweety Mysteries<\/em> is a live-action\/animation hybrid about a girl detective who solves mysteries with the help of her sidekick, Tweety bird.<\/p>\nOn the preschool commitment, Ascheim said that Cartoonito will launch with 20 shows across HBO Max and Cartoon Network. \u201cWe\u2019re building to 50 shows over the next couple of years. We are using the power of some of what we have in our IP library to work this,\u201d including Batwheels<\/em>, Bugs Bunny Builders<\/em> and Tom and Jerry Junior<\/em>. Cartoonito will be anchored to a \u201chuman-centric-learning\u201d curriculum, Ascheim added.<\/p>\nAscheim went on to note that having sister linear channels gives HBO Max a key advantage. \u201cThere\u2019s a lot of content, and it can get a little hard to find things on the streamers. One of the ways we think we make people pay more attention is we turn it into an event. That helps drive interest in shows.\u201d<\/p>\n
On building awareness in this kind of environment, Ascheim said there are multiple strategies to use, including tapping into existing IP. Ascheim also referenced \u201ceventizing,\u201d such as We Baby Bears<\/em>, a spin-off of We Bare Bears<\/em>. \u201cOne of our programming teams looked at which episodes did better than others, and it was often the ones that featured the bears when they were younger.\u201d That show will then receive a global launch, which \u201ccreates a sense of momentousness.\u201d Ascheim also touted WarnerMedia\u2019s digital reach; \u201cI think our digital reach is three times the size of Nickelodeon\u2019s.\u201d<\/p>\nAscheim also oversees three studios: Cartoon Network Studios, Warner Bros. Animation and Hanna-Barbera Studios Europe. \u201cOne of the most important decisions I made when I arrived was to centralize the leadership of what we do with our studios\u201d under Sam Register, Ascheim said. \u201cWarner Bros. Animation uses a lot of existing Warner Bros. IP. Cartoon Network Studios has been more [focused on] originated brand-new work. While that is not the rule by which we govern all things, it will be part of what keeps them differentiated. In Europe, we have very different talent, sometimes a different approach. We try to bring the best of all three. But sometimes, it lets us send artists back and forth if they\u2019re finished with one project; instead of having them roll off to a competitor, we can have them roll off to a sister studio. Sometimes there\u2019s collaboration that happens between studios that wouldn\u2019t have happened otherwise. And they get to support each other. It\u2019s a really important part of what we do, and the ecosystem of the network and the studios together helps us differentiate ourselves.\u201d<\/p>\n
On cultivating talent, Ascheim said, \u201cWe have to spend an awful lot of time making sure we\u2019re a great place to work. Part of our promise to the talent is, no matter what you\u2019re interested in making, we have a piece of the audience that we think will be interested; we\u2019re not narrow-focused. And we have ways for you to talk to parents, to make movies with us, series, long series or a limited series. Flexibility is really important. The idea that we\u2019re both a streamer and a network\u201d is also a key selling point to talent, he noted. \u201cOne of the things we hear from talent is\u2026they worry their projects get lost [on a streaming service]. They know we\u2019re going to pay a lot of attention and that by putting it on a streamer and a network, domestically and around the world, they know someone is really caring for their project.\u201d<\/p>\n
Warner Bros.\u2019s iconic IP library is also a draw, he added. \u201cAllowing our creators to play with our IP is super powerful.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"
Tom Ascheim, the president of Warner Bros. Global Kids, Young Adults and Classics at WarnerMedia, discussed the Redraw Your World tagline for Cartoon Network, its new preschool commitment and the kids\u2019 slate at HBO Max in the opening keynote of the second day of the TV Kids Summer Festival.<\/p>\n","protected":false},"author":290,"featured_media":20823,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"pmpro_default_level":0,"footnotes":""},"categories":[21],"tags":[81,646,1110,5969,4933,5982,815,5107],"class_list":["post-20822","post","type-post","status-publish","format-standard","has-post-thumbnail","","category-top-stories","tag-cartoon-network","tag-cartoon-network-studios","tag-cartoonito","tag-hanna-barbera-studios-europe","tag-hbo-max","tag-tom-ascheim","tag-warner-bros-animation","tag-warnermedia","pmpro-has-access"],"yoast_head":"\n
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