n a major shift in its ad sales strategy, Cartoon Network has announced that it will sell airtime on the basis of programmes rather than time bands. Earlier clients were offered a four or six-hour-band, that included the primetime band (4.00 pm-8.00 pm) and the Tiny TV band (11.00 am-2.00 pm). "Now we give the advertiser our top-rated shows," says Monica Tata, head of ad sales, Turner International India.

The reason Cartoon Network can make a shift now is that it has become, what Tata calls, a "mass entertainment channel operating in the kids� space". She adds, "All Hindi mass entertainment channels have been doing this; but this is the first time a kids� channel in India will be marketed this way." ... more