UK - CN and CBBC vie for the attention of six to12s

Cartoon takes viewers on emotional journey

The year in review: Cecilia Persson, VP of programming acquisitions and presentation for Cartoon Network, Boomerang, Toonami and Cartoon Network Too, says the main channel works for its audience because its series are scheduled to take the viewers through an emotional journey. "During half terms, we do specials or action bubbles in the summer with Ben 10 and Storm Hawks, but during the week, our schedule is very fluid," she says. Last year, the network experienced success with previewing shows including Storm Hawks over the summer to cash in on CN's higher numbers during the school break. It's a tactic she's employing for the new season as well.

The top draws now: CN original Ben 10 has been the standout performer over the past 12 months, and Persson credits the series' ability to speak to boys six to nine for its success. The protagonist acts like a normal boy would, and her viewers like seeing things they could do themselves, she explains. "It's not like Spider-Man, whose powers are within; Ben 10...is just a normal boy with a [special] watch."

Fall hopefuls and blocking strategy: Persson says Ben 10's licensing program made major waves last year too, and she's anticipating the same toy/TV excitement for Nelvana and Spin Master's Bakugan. In the same high-octane action vein, Cookie Jar's World of Quest will follow Bakugan's 4 p.m. slot in strips during the key post-school block. In contrast, recent acquisition Best Ed from Canada's 9 Story Entertainment is a straightforward, endearing comedy that Persson expects to be a good counterpoint to Bakugan when it bows later in Q4. "We like to have a 50/50 split between action and comedy, but we lean slightly more towards comedic adventure," she says.

Treading the line between laughs and suspense is Chop Socky Chooks from Aardman Animations and Decode Entertainment. The CGI show launched last month, stripping Monday to Friday at 5:30 p.m. - prime real estate on the net. "Its luscious animation and characters are so great that you want to follow along with every line they speak," Persson says, adding that the camaraderie between the main characters and the show's recognizable but different-looking adventures speak to the net's core six- to nine-year-old viewers.

Marketing moves: To get kids excited about Chooks, Cartoon's marketing department partnered up with cinemas across the country this past summer. Over July and August, ticket-holders waiting to see Kung Fu Panda were given a number to text in order to receive a Chop Socky Chooks video ringtone for their mobile phones. The website was also up in June, with full eps online well before the TV launch. "During the summer, you have more access to kids," Persson explains. "When you get the word out in the summer, they're aware of the show come fall," she says. Expect to see promos of the show on Bebo.com, one of the UK's top social networking sites.