Cartoon Network changes its toon

Cartoon Network has put out the message that it’s not just about cartoons anymore, as it announced 19 new series and movies at its New York Upfront – over half in the live-action/reality category.

Seven new reality series were announced, alongside seven new animated programmes and four original animated telemovies.

Much of the forthcoming live-action on the network appears to be tween-friendly versions of adult reality formats, such as Head Rush, a Cash Cab-style gameshow set on a rollercoaster; outdoor adventure show Survive This; and Dude, What would Happen, a series that asks oddball questions, such as what would happen if you attached 350 helium balloons to a sumo wrestler?

Other non-animated fare includes Bobb’e Says, starring 30 Rock actor Bobb’e J Thompson, and demolition-themed Destroy Build Destroy.

“Our voice is changing,” claimed Stuart Snyder, president and chief operating officer of Turner Broadcasting Animation. “This is an evolution of our brand.”

Brenda Freeman, chief marketing officer at Turner Animation, said the aim was to become a “dominant youth culture brand” that understands the needs of high-energy teen boys.

There was still plenty of toon fare announced at the Upfront, including surf-themed Stoked from Canadian indie Fresh Animation, a new show by Samurai Jack creator Genndy Tartakovsky and a new Scooby Doo series.

Returning for another season are Star Wars: Clone Wars, The Marvellous Misadventures of Flapjack and Chowder.

The network has also picked up Pendleton Ward’s Adventure Time and developed it into a full series. The short originally aired as part of Fred Seibert’s Random Cartoons variety show on competitor Nickelodeon.

In addition to the reality shows, Cartoon has set up a partnership with the National Basketball Association, previously reported by C21, which is represented on its slate by shortform series My Dad’s a Pro.