In 1991, Turner acquired Hanna-Barbera's animation library for $320 million, outbidding MCA Inc. (Universal Studios) and Hallmark Cards.[2][3] Ted Turner selected Betty Cohen, then Senior Vice President of TNT, to develop a new network to showcase these animated programs. Several potential names, such as Toon City and Cartoonia, were considered before the decision to launch Cartoon Network.[4] On February 18, 1992, Turner Broadcasting announced plans to launch Cartoon Network as a platform for its animation library.[5] Cartoon Network initially had an 8,500-hour cartoon library based on Warner Bros. cartoons (the pre-1948 Looney Tunes and Merrie Melodies), 1933–1957 Popeye cartoons, MGM cartoons, and Hanna-Barbera productions, with the studio continuing to create new content.
1992–2004: Checkerboard and Powerhouse eras
1992–1994
The original Cartoon Network logo, used from 1992 to 2004.
Cartoon Network was not the first cable channel to have relied on cartoons to attract an audience, however, it was the first 24-hour single-genre channel with animation as its main theme. Turner Broadcasting modeled Cartoon Network after CNN, aiming for a profitable single-genre channel focused on animation. The concept was initially thought unlikely to attract a sufficient audience, but the success of CNN led Turner to believe that Cartoon Network could also find success.[11] Cohen, the network's first president, saw its potential not just as an outlet for Turner's animation library, but as a brand that could showcase animation as a platform in its own right.
Initially, the channel aired a continuous schedule of classic cartoons, organized into themed blocks such as Down Wit' Droopy D (Droopy Dog shorts), The Tom and Jerry Show, Bugs and Daffy Tonight (Looney Tunes classics), Late Night Black and White (1930s black-and-white cartoons), and ToonHeads (similar-themed shorts with trivia).[12] The majority of the classic animation that was shown on Cartoon Network no longer airs on a regular basis, but Tom and Jerry and Looney Tunes continued to air up until 2017.
A challenge for Cartoon Network was to overcome its low penetration of existing cable systems. When launched on October 1, 1992, the channel was only carried by 233 cable systems. To grow its audience, the network used package deals, offering access alongside sister channels TNT and TBS. By 1994, ratings increased significantly, and the channel ranked as the fifth most widely distributed U.S. cable network.[11] Early on, Cartoon Network's programming, including The Real Adventures of Jonny Quest, Cartoon Planet, SWAT Kats: The Radical Squadron, and 2 Stupid Dogs, also aired on TBS and TNT to increase exposure.
Cartoon Network's first exclusive original show was The Moxy Show, an animation anthology series first airing in 1993, used as an attempt to create a mascot for Cartoon Network.[13] Its first produced series, Space Ghost Coast to Coast in 1994, used recycled Hanna-Barbera animation to parody a talk show, featuring live-action guests, including niche celebrities and figures from counterculture movements. The show attracted a young adult audience and helped broaden the network's appeal to older viewers.[14]
This was arguably the first time the network revived a "classic animated icon" in an entirely new context for comedic purposes. Other parodies, like The Scooby-Doo Project (a Blair Witch Project spoof), followed this formula successfully.[15] However, not all revivals succeeded, A Day in the Life of Ranger Smith and Boo Boo Runs Wild (1999) featured new takes on Yogi Bear's supporting cast by John Kricfalusi, featuring adult humor and a stark tonal shift, were considered out of place and rarely aired.[16]
1994–2001
In 1994, Hanna-Barbera's new division, Cartoon Network Studios, was founded and started production on What a Cartoon! (also known as World Premiere Toons and Cartoon Cartoons). This show debuted in 1995, offering original animated shorts commissioned from Hanna-Barbera and various independent animators. The network marketed the series as a way to offer more creative control to animators, higher budgets, and a break from limited animation. The project was spearheaded by Cartoon Network executives, as well as John Kricfalusi and president of Hanna-Barbera, Fred Seibert.[14][17]
Cartoon Network was able to assess the potential of certain shorts to serve as pilots for spin-off series and signed contracts with their creators to create ongoing series.[14]Dexter's Laboratory was the first spin-off of What a Cartoon! in 1996 after winning a 1995 viewer vote. Between 1997 and 1999, more series debuted, including Johnny Bravo, Cow and Chicken, I Am Weasel (later spun off), The Powerpuff Girls, Courage the Cowardly Dog, and Mike, Lu & Og.[14][17][18] The unrelated series Ed, Edd n Eddy also premiered in 1999.[11] Many of these series premiered bearing the "Cartoon Cartoons" brand, airing throughout the network's schedule and showcased during Cartoon Cartoon Fridays, which launched on June 11, 1999, as the main night for premieres. Cartoon Network's original series aimed to appeal to a broader audience beyond typical Saturday-morning cartoons.
In 1995, Cartoon Network launched "Cartoon Network Online" as an AOL-exclusive site, later rebranded as CartoonNetwork.com. The website offered games, videos, shopping, Cartoon Orbit (introduced in 2000), and promotions for movies, video games, toys, and more. It also featured the network's first online original series, Web Premiere Toons, which ran interactive web cartoons from 1999 to 2002.
Starting in 1996, Cartoon Network aired two Sunday morning preschool programs: Big Bag (live-action/puppet show with animated shorts by Children's Television Workshop) until 2001, and Small World (animated series from abroad) until 2002.
In 1996, Turner Broadcasting merged with Time Warner,[19] consolidating Cartoon Network's access to Warner Bros. cartoons, including the post-July 1948 and black-and-white cartoons.[20] These cartoons were still licensed to Nickelodeon and ABC, until they began airing on Cartoon Network in 1999 and 2000, respectively, however, the majority of the post-July 1948 cartoons that were shown on its now-sibling broadcast network The WB's Kids' WB block began airing on Cartoon Network in March 1997. Newer animated productions by Warner Bros. Animation also started appearing on the network – mostly reruns of shows that had aired on Kids' WB and some from Fox Kids, along with certain new programs such as Justice League.[21]
Cartoon Network's programming would not be available in Canada until 1996 when Dexter's Laboratory and The Real Adventures of Jonny Quest began airing on Canadian specialty channelYTV. Teletoon and its French-language counterpart shortly thereafter became the primary Canadian home of Cartoon Network programs, with YTV picking up a few into the mid-2000s.
In 1997, Cartoon Network launched a new action block entitled Toonami. Its lineup initially consisted of 1980s reruns of Robotech and ThunderCats. However, as time progressed, anime such as Sailor Moon, Tenchi Muyo!, Mobile Suit Gundam Wing, and Dragon Ball Z would come to dominate the block.[22] Toonami was hosted by Moltar from the Space Ghost franchise until 1999, where Toonami was later hosted by its own original character, a muscular teenage robot named TOM. On March 2, 1998, a series of bumpers featuring the instrumental Powerhouse were introduced. These bumpers lasted from 1998 to 2004.[23]
Between 1997 and 1998, Cartoon Network's viewership rose from 38 million to 54 million households, and it became the second-most popular network in its demographic of 6–11 year olds in basic cable after Nickelodeon.[24]
On April 1, 2000, Cartoon Network launched a digital cable and satellite channel known as Boomerang, which was spun off from one of their programming blocks that featured retro animated series and shorts, as more original programming and imports from other animated outputs of Time-Warner started to fill the main lineup of Cartoon Network.
2001–2004
On June 18, 2001, Betty Cohen, who had served as Cartoon Network's president since its founding, left due to creative disagreements with Jamie Kellner, then-head of Turner Broadcasting.[25] On August 22, 2001, Jim Samples was appointed general manager and Executive Vice President of the network, replacing Cohen. Cartoon Network decided to create an entirely adult-focused block after the success of latter attempts on producing content appropriate for adult audiences from Williams Street. Adult Swim debuted on September 2, 2001, with an episode of Home Movies; the block initially aired on Sunday nights, with a repeat telecast on Thursdays. The initial lineup consisted of Harvey Birdman, Attorney at Law, Sealab 2021, Cowboy Bebop, The Brak Show, Aqua Teen Hunger Force, and Space Ghost Coast to Coast. With Adult Swim now intending half of Cartoon Network's audience, Cartoon Network now sought to aim to more younger viewers under Samples. This decision, finalized four years later, led to Nielsen measuring Adult Swim's viewership separately. Because of this, Adult Swim is now promoted as a separate network that shares channel space with Cartoon Network.
The first theatrical film based on an original Cartoon Network series, The Powerpuff Girls Movie, was released on July 3, 2002. Although it was a commercial failure at the time of its release, grossing $16.4million worldwide on a budget of $11million, it did receive positive reviews from critics.[26]
The network started to drop the "Cartoon Cartoons" brand from its original programming and ended the Cartoon Cartoon Fridays block on May 16, 2003, as elements of a reface for the network went underway. On October 3, 2003, the Cartoon Cartoon Fridays block was rebooted in a live-action format as "Fridays", hosted by Tommy Snider and Nzinga Blake, the latter of which was later replaced by Tara Sands in 2005. It aired episodes of Cartoon Network original series and acquired shows alongside movies and specials. Acquired shows started picking up again with Totally Spies! debuting this year.
2004–2009: CN City, Yes, Fall, and Noods eras
Cartoon Network's second logo, used from 2004 to 2010.
2004–2007
On June 14, 2004, Cartoon Network rebranded, which included an updated logo (retaining the checkerboard motif) and a new slogan, "This is Cartoon Network!"[27] New bumpers and broadcast packaging to coincide with this rebrand were produced by Animal Logic, which showed characters interacting in a CGI city built from their shows. Most classic programming moved to Boomerang to make space for new content, as older Cartoon Cartoons original programming could be viewed in segments on a half-hour block known as The Cartoon Cartoon Show.
On August 22, 2005, Cartoon Network launched a block aimed at the preschool demographic known as Tickle-U, which was largely unsuccessful and was discontinued on January 13, 2006.[28]
In 2005, Cartoon Network signed a deal with AMC Theatres for Summer MovieCamp to feature episodes of Hi Hi Puffy AmiYumi, Camp Lazlo, The Grim Adventures of Billy & Mandy, Codename: Kids Next Door, and Foster's Home for Imaginary Friends in the big screen.[29]
In October 2005, Cartoon Network launched Sunday Pants, a short-lived anthology series showcasing a mix of animated shorts from various creators, created by on-air promo creatives Stuart Hill, and Craig Sven-Gordon. It featured 1–3 minute shorts in different styles like hand-drawn, Flash, and CGI. The show included live-action segments with the band The Slacks and animated transitions by WeFail. Sunday Pants aired for less than a month, ending on October 30, 2005. Plans for a return in 2006 were announced but never happened, and the show was ultimately canceled. This would be the last time until 2009 that Cartoon Network would air programming meant for older audiences.
In 2006, Re-Animated was premiered, the network's first live-action TV movie, blending live-action and animation. This movie was intended to launch the network's foray into scripted live-action programming. In April 2006, The "YES" ad campaign debuted to advertise their growing lineup of animated comedy programs. The network's broadcast package was later modified with similar design elements from the campaign. Under Jim Samples’ leadership, the network emphasized comedy and kid-focused content while experimenting with live-action shows, to create a broader multi-platform entertainment brand. A proposed new logo with a green long-shadow text design was tested but not adopted.[30]
However, Samples resigned from his post on February 9, 2007, following a bomb scare in Boston caused by packages left around the city that were part of an outdoor marketing campaign promoting the Adult Swim series Aqua Teen Hunger Force.[31][32]
On May 2, 2007, Stuart Snyder was named Samples' successor.[33] The network continued to target younger audiences with programming and changes initiated under Samples. The Friday night block Fridays was revamped into Fried Dynamite with younger hosts, paired with a Saturday morning lineup called Dynamite Action Squad, which was quickly replaced the following year. In May 2007, the network's broadcast package was changed seasonally during both the Summer and Fall seasons, with songs from Cee-Lo Green and The Hives, respectably. However, the Fall design package lasted after its intended season until July of next year, due to corporate restructuring.
In April 2008, Cartoon Network launched a new strategy to create content for a wider audience, focusing more on kids aged 9-14, mainly boys. This included a new programming approach, categorizing shows by genre and dedicating specific days to different types of content. Thursday nights were focused on comedy, Friday nights on fantasy/adventure, and Sunday nights featured family-friendly feature films. These blocks were later branded as Har Har Tharsdays, You Are Here, and Flicks, respectively. Har Har Tharsdays and Flicks would launch in June, as You Are Here launched in October.
It was also announced that a new initiative called The Cartoonstitute was launched, aiming to create up to 150 pieces of programming over 20 months.[34] This initiative served as a think tank for new animated content, led by veterans of Cartoon Network, Craig McCracken and Rob Renzetti, who created content in past similar development programs for the network. The program was eventually cancelled, after plans for the program grew difficult.[35] Out of all the shorts, Regular Show, Secret Mountain Fort Awesome, and later Uncle Grandpa, were selected for full series production.
In July 2008, a refreshed branding style featuring "Noods"—faceless characters representing Cartoon Network shows—was introduced, as a collaboration with Kidrobot's Tristan Eaton. The bumpers were animated by motion design studio Capacity.
On September 20, 2008, Cartoon Network ended Toonami after its 11-year run to make room for the upcoming You Are Here lineup.[36] From 2008 to 2011, Cartoon Network aired animated shorts that served as interstitials between programs, called Wedgies, which included Big Baby, The Bremen Avenue Experience, Calling Cat-22, Nacho Bear, Roller Squirrels and The Talented Mr. Bixby.
2009 was a notable year in fact where Cartoon Network didn't premiere any original animated programming. Instead, the network launched CN Real, a block of live-action reality shows, after development of scripted live-action shows stalled during the 2007 Writer's Strike. However, this move faced criticism from audiences, who felt it strayed too far from the network's original cartoon-centric identity. Alongside this, limited sports programming was introduced, including basketball recaps and SlamBall games, during commercial breaks.
2010–2021: CHECK it, Dimensional, and Mashup eras
2010–2016
Short version of logo, used since 2010.
On March 22, 2010, a new logo for the network was registered with the USPTO.[37] After being unveiled publicly at the network's upfront on April 21, it was introduced on-air on May 29, along with a new brand identity and tagline, "CHECK it". The new logo and branding paid homage to the black and white checkerboard that formed the network's first logo (and was carried over in a minimized form to the second logo), accompanied by various CMYK color variations and patterns.[38] On December 27, 2010, Adult Swim expanded by one hour, moving its start time from 10:00 p.m. to 9:00 p.m. ET.[39] In February 2011, Cartoon Network aired its first sports award show Hall of Game Awards, hosted that year by professional skateboarder Tony Hawk. The first series produced by Cartoon Network Studios to be broadcast in high definition was Adventure Time.
After announcing two new live-action shows in Unnatural History and Tower Prep, which were both cancelled after their first seasons, Cartoon Network acquired the game show, Hole in the Wall (originally aired on Fox). By the end of 2011, Hole in the Wall and the final two CN Real shows, Destroy Build Destroy and Dude, What Would Happen? were removed from Cartoon Network's schedule completely. In 2012, Cartoon Network acquired the television rights to The High Fructose Adventures of Annoying Orange, based on the web series Annoying Orange, and added it to its primetime lineup.[42]
On February 2, 2012, Corus Entertainment and Astral Media, owners of Teletoon, announced they would launch a Canadian version of Cartoon Network that also includes a version of the U.S. network's Adult Swim nighttime block.[43] The channel launched on July 4, 2012.[44] The following month, March 2012, Cartoon Network aired its first documentary, Speak Up, an anti-bullying campaign featuring a special appearance by President Barack Obama.[45] On October 1, 2012, Cartoon Network celebrated its 20th anniversary, airing birthday and party-themed reruns of its shows for several days. Earlier in the year on March 30, 2012, the Cartoon Planet block was revived to air the channel's original programming from the late 1990s through mid-2000s.[46]
On May 20, 2013, Cartoon Network updated its identity by adding new bumpers, graphics, and sounds. A short animation was created for each show, and these animations were used when featuring the show in Next bumpers. The background used in its promos and bumpers was also changed from black to white.[47] On April 28, 2013, the network aired the CNN half-hour documentary The Bully Effect, which details the story of teenager Alex Libby and his struggle with bullying in high school.[48] The special is based on the 2011 film Bully directed by Lee Hirsch.[48]
On March 6, 2014, Stuart Snyder was removed as president and COO of Turner's Animation, Young Adults & Kids Media division after a restructure.[49] On July 16, Christina Miller was named his successor as president and general manager of Cartoon Network, Adult Swim, and Boomerang.[50] At the end of the month, Cartoon Network's 8:00p.m. hour was given to Adult Swim, causing new episodes of the network's programming to change time slots.[51] On October 21, 2014, Cartoon Network, along with CNN and Boomerang, were taken off-air from US-based TV provider, Dish Network, due to contract disagreements.[52] However, the channels were restored a month later.
Christina Miller's leadership at Cartoon Network focused on creating a digital-first, cross-platform strategy to adapt to the evolving media landscape. She launched various interactive apps from the Cartoon Network brand and as well as redeveloped its VOD (video-on-demand) app, which combined on-demand streaming with linear programming, offering personalized playlists and early premieres of new episodes. Miller also promoted a multiplatform approach, with shows like Mighty Magiswords transitioning from brief clips on the Cartoon Network Anything app to longer episodes. Miller also wanted to reintroduce older properties for multi-generational appeal, after finding success for Teen Titans Go! (which was also heavily marketed and reran). This resulted in reboots of Ben 10, The Powerpuff Girls, and ThunderCats.
2016–2021
On May 30, 2016, Cartoon Network refreshed its on-air presentation with a new graphics package based on previous rebrands in the CHECK It family. Known as "Dimensional", the branding was developed by Bent Design Lab and featured various Cartoon Network characters rendered in 3D CGI, stop-motion, and 2D animation. Branding and marketing agency Troika developed the Dimensional style guide, a set of channel-wide standards.[53]
On October 22, 2016, AT&T reached a deal to acquire Time Warner for $108.7 billion. The merger was approved by federal regulators on June 12, 2018, and the merger was completed 2 days later, with Time Warner's name changed to WarnerMedia.[54] To celebrate the network's 25th anniversary, Cartoon Network announced an exhibit called "Cartoon Network: 25 Years of Drawing on Creativity" in partnership with the Paley Center, with showings from September 16. 2017 to October 8, 2017, in their New York City location, and moved to their Beverly Hills, California location with showings from October 14 to November 19 of that year.[55]
On October 29, 2018, Cartoon Network announced construction of its first amusement hotel in Lancaster County, Pennsylvania, which opened on January 10, 2020.[56][57] The company is working with Palace Entertainment to "offer fun and unexpected ways to experience the animated worlds of Cartoon Network from the moment of arrival," according to current president Christina Miller.[58]
On March 4, 2019, AT&T announced a major reorganization of WarnerMedia's Turner Broadcasting division, which involves Cartoon Network, Boomerang, Adult Swim and Turner Classic Movies being transferred to Warner Bros. Entertainment. Although AT&T did not specify any timetable for the changes to take effect, WarnerMedia had begun to remove all Turner references in corporate communications and press releases, referring to that unit's networks as "divisions of WarnerMedia".[59][60][61][62]
On November 27, 2019, it was announced that Christina Miller would be leaving WarnerMedia at the end of 2019. Michael Ouweleen served as interim president of Cartoon Network, with Miller helping with the transition.[63]
2021–present: Warner Bros. Discovery (Redraw Your World and Prism eras)
In February 2021, Ascheim announced plans to introduce new programming blocks for preschool and family audiences to expand its demographic reach. [65] During the WarnerMedia upfronts, it was announced that the preschool brand Cartoonito would launch in the U.S. via a block on Cartoon Network and a branded hub on WarnerMedia's streaming service HBO Max. Over 20 series were expected to be featured at its launch.[66] Cartoon Network also unveiled a new imaging campaign, "Redraw Your World".[65][67] Cartoonito launched in September 2021, initially running for 8 hours on weekdays and 2 hours on weekends. Also launched that month was the Sunday evening block ACME Night, which would be dedicated towards family viewing with feature film airings and other. Original animated movies and series were announced for the block, although since then, most have been cancelled or moved to other platforms.[68]
On May 17, 2021, AT&T announced an agreement for WarnerMedia to be divested and merge with Discovery Inc.,[69] forming Warner Bros. Discovery under CEO David Zaslav. The merger was completed in April 2022.[70] Cartoon Network has faced a number of cutbacks and reorganizations associated with the merger; in May 2022, Ascheim stepped down as president of Warner Bros. Global Kids, Young Adults and Classics, which was subsequently shut down and folded into Warner Bros. Television. The Cartoon Network, Inc. channels would soon be placed under the refined Warner Bros. Discovery U.S. Networks division (succeeding the defunct Turner Broadcasting System).[71]
Michael Ouweleen was then reinstated as president of Cartoon Network and its sister properties, under Kathleen Finch, CEO of the U.S. Networks division.[72][73] In August 2022, a number of Cartoon Network-originated programs were removed from HBO Max and a few were abruptly cancelled by WBD as part of cost-cutting measures and write-offs of underperforming content, leading to criticism from fans and the animation industry (although they are still available on digital platforms).[74][75][76][77][78] In October, Cartoon Network Studios merged its development and production operations into Warner Bros. Animation, while continuing to exist as an imprint.[79]
Leading up to its 30th anniversary, Cartoon Network began a month-long "Birthday Bash" campaign: a Labor Day marathon, weeknight blocks, a October 1 marathon, a YouTube live-stream, and complete series releases of Courage, Ed, Edd n Eddy, and Foster's Home on DVD and digital.[80] Following the celebration, Cartoon Network began to phase out the "Redraw Your World" branding in favor of a pastel-colored look, officially referred to as the "prism", a new visual device for the network.[81][82]
On October 14, 2022, amidst growing uncertainty about the channel's future in the wake of its reorganizations and cutbacks, Cartoon Network took to social media to reaffirm that it would not be shutting down, stating "[we] have been and will always be your home for beloved, innovative cartoons".[83][84] The network's Latin American station made a similar post regarding the speculation two weeks later.[85][86]
In a December 2022 interview with Variety, Ouweleen foretold Cartoon Network returning to its initial roots as an "animation network" rather than a "kid network", as well as the possibility of producing more programming that could appeal to both children and young adults. "We have to allocate the money we have in ways that we think are going to have the biggest impact and please the most number of people. You want to keep those creative relationships with people and see what else you can do", he explained.[72]
On March 29, 2023, it was announced that Adult Swim would move its start time from 8:00p.m. to 7:00p.m. ET starting on May 1; in justification of the block's expansion, Ouweleen cited ratings data showing that 68% of Cartoon Network's audience between 6:00 to 8:00p.m. were over the age of 18.[87] In May, it was announced that Adult Swim would further expand to 6:00p.m. ET in September;[88] in June, it was announced that the new hour would be occupied on weekdays by the sub-block "Checkered Past", which would feature airings of classic Cartoon Network original series.[89] In August 2023, it was announced that the premiere date for Checkered Past had been moved up to August 28, and that Adult Swim would expand by two hours to 5:00p.m. ET instead, with Checkered Past airing for the first two hours.[90]
In May 2024, a Variety article revealed that Warner Bros. Television's animation labels (Cartoon Network Studios, Hanna-Barbera Studios Europe, and Warner Bros. Animation) will focus more on creating content based on established IPs, tailored to different age group demographics.[91] That month, Adult Swim also announced that Checkered Past would be replaced on Fridays by "Toonami Rewind" beginning May 31, which would feature classic action and anime series.[92]
In August 2024, Cartoon Network closed its website to become a redirect to its hub on streaming service Max, ending after 26 years of service. Regarding the closure of the network's website, a Cartoon Network spokesperson stating "we are focusing on the Cartoon Network shows and social media where we find consumers are the most engaged and there is a meaningful potential for growth".[93]
In the same month, it was announced that Warner Bros. Television chairwoman, Channing Dungey, will also assume the role of chairwoman for the U.S. networks division. She will be replacing Kathleen Finch, who is retiring at the end of the year.[94]
On December 12, 2024, WBD announced that it would reorganize its assets into two main business units: "Streaming & Studios" and "Global Linear Networks" by mid-2025. This decision was made from the need to separate the company’s growing streaming business from its shrinking cable TV business in order to reduce debt and grow more revenue.[95]
The same month, Max announced that they're shifting more focus to programming meant for adults, as well as content suitable for family co-viewing, placing less emphasis on content exclusively for kids, specifically the Cartoon Network and Cartoonito brands, with many from its library set to leave the service by next year.[96]
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↑ Littleton, Cynthia (March 6, 2014). "Stuart Snyder Out at Turner". variety.com. Archived from the original on May 25, 2018. Retrieved January 15, 2019.. Variety.com Retrieved on March 18, 2014.
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