May 13th, 2008: Cartoon Network Wisening Up?

For a long time, Cartoon Network was synonymous with action cartoons. Yes, CN has had several strong comedic series in the past, but a lot of people have watched the network specifically to get their action fix of. With action cartoons, the network had found a niche among other networks with animated programs. There was no other place to find them, especially not in the quantity Cartoon Network had. Toonami was the forefront of this, of course. Classic action cartoons like Thundercats, Batman: The Animated Series, Voltron, and Robotech were all on the block. There was anime from every conceivable genre as well. Even original series such as Samurai Jack, Powerpuff Girls, and Megas XLR [ed - IGPX, too] found homes at Toonami.

Over the years, the Miguzi and Saturday Video Entertainment System blocks brought action to nearly every day of the week alongside with Toonami, leaving only Sunday for comedy.

Recently, Cartoon Network has seemed to be trying to destroy its action animation image. Many action shows have received poor treatment (MAR and Prince of Tennis), or were just poor (Fantastic Four, anyone?). Miguzi and eventually Toonami were neglected. Miguzi shrunk an hour and a half long before meeting its demise, and Toonami been similarly trimmed, losing two hours in one fell swoop. Now, there is an average of 2.5 hours each day belonging to action - nearly all of them in poor, out-of-the-way slots. Even the bona-fide hit Naruto has been exiled to Saturdays only, receiving no attention from the network whatsoever. Few action cartoons have been picked up over the years, and what CN has obtained have been of low quality and frankly seem tailored to sell a product to the audience - who has mostly rejected these half-hour advertisements.

Meanwhile, Nickelodeon has made a name for itself in the action cartoons business. Avatar: The Last Airbender has surprised many (and even the network, reportedly) with its quality storyline, characters, and environments. Even I, who considered it initially little more than a ripoff of the Golden Sun video game series, have taken a liking to it. Children and adults alike  are eagerly waiting for new episodes and buying the merchandise, despite Nickelodeon's abysmal treatment of the series.

The latest blow to Cartoon Network's image as the provider of action cartoons was Nicktoons Network surprise acquisition of the rights to two new Marvel series: the highly-anticipated Wolverine and The X-Men, as well as a revamp of Iron Man, called Iron Man: Armored Adventures. The fact that Marvel sold the shows' rights to Nicktoons shows how little faith the industry has in Cartoon Network now. Nicktoons only has reruns of Avatar and are also known for bungling the other two action cartoons they have; the sci-fi actioner Skyland, and the Xiaolin Showdown-esque Shuriken School. Only a company thoroughly dissatisfied with CN would sell to Nicktoons.

Either that or Cartoon Network's acquisitions budget is completely exhausted after acquiring Clone Wars. At the same time, though, Clone Wars is more of a Turner acquisition than a Cartoon Network one, because TNT has also invested in the series. There is no way Cartoon Network could have blown every cent with TNT assisting in the series' acquisition. So that means that Cartoon Network is no longer a trustworthy provider of action cartoons. But after the gigantic dual blows of losing two high-potential Marvel cartoons, the Upfront gave some hope for action cartoons on the network.

It seems Cartoon Network has realized one of the reasons why they are a unique network: the strength of action cartoons. They announced they will be formally dividing their animated cartoons into two separate categories: comedy and "fantasy adventure" - the new buzzword for "action" - with each division getting equal emphasis. They also announced they would be dedicating an entire night to action cartoons on Friday nights, throwing out the Fried Dynamite franchise after less than a year of its existence. Instead, comedy will have Thursday nights to itself. It remains to be seen what will happen to Saturdays in this arrangement.

Along with the announcement of Clone Wars, we received announcements of three other action cartoons: The Secret Saturdays, which looks to be a 21st Century homage to Johnny Quest. Ben 10: Alien Force, a grown-up version of the original Ben 10, has already premiered on the network and is getting high ratings on Saturday mornings. Finally, we have Batman: The Brave and the Bold, arriving in March 2009.

Not to mention the Cartoonstitute project, which will undoubtedly crank out lots of great original action cartoon pilots as well as comedy pilots. The Cartoonstitute is probably the wisest decision the network has made in the last three years, and we'll likely see lots of new shows over the next few years from established creators and new talent.

2008 may finally be the year that Cartoon Network restores its fortunes. At the very least, it is a late but great start to the year. However, despite these good steps, Cartoon Network still needs to accomplish a few things in order to completely restore its reputation as an action cartoon bastion.

Number One: This is probably a given, but every hour of Fried Dynamite must be incorporated into the new action block. There is no point in launching an action block (or moving Toonami) with only one-and-a-half-hours, one of which possibly could be a rerun (Ben 10: Alien Force). That is a recipe for failure. Naruto should be incorporated to make the block longer, and if Cartoon Network indeed has Moribito: Guardian of the Spirit, that should take up a slot as well. One Piece and perhaps Samurai Jack should shore up the block further.

Number Two: Launch the block before Clone Wars premieres. Clone Wars heralding the arrival of action Fridays would be a good choice, but Clone Wars arriving on an established block would work even better. Sell the viewers on Naruto, Ben 10: Alien Force, and Moribito, and then as the kicker send in Clone Wars to guarantee loyalty and high ratings for the block for years to come.

Number Three: Use the Toonami name. Toonami was doing well for CN before its successful formula started getting messed with in mid-2006. It can still work. The name is an earworm, impossible for forget once it is heard. If Toonami is a name known among the block's audience, Toonami will once again have a stellar reputation and people will watch every show that premieres on the block. Using an established name is better than trying to come up with a new name that may not stick in viewers' minds as easily as the name 'Toonami'.

Number Four, allow content to reach TV-PGDSV. Clone Wars will undoubtedly get that rating, and Naruto Shippudden will be difficult to edit down below that level as well. The material on this block looks like it can more easily appeal to teens, so acquire material that is teen-friendly and let the more childish actioners stay on Saturday mornings, which has a strong lineup anyway.

Number Five: Spectacular Spider-Man is doing well in the final days of Kids! WB, and it will be without a home following this fall. Cartoon Network will be making a wise investment in going after the series, especially considering how popular Spidey is as a license. Also, Cartoon Network should seriously consider getting Hulk: Gamma Corps, as Hulk is the only other major Marvel franchise still available and the new Friday action block is perfectly suited for a Hulk cartoon. Who wouldn't want to watch Hulk throw tanks (if the cartoon is done right?)

Number Six: Tengen Toppa Gurren Lagann and Gundam 00 are easily editable to TV-PG. Get them both. Gurren Lagann has such a good reputation that it will get good ratings among teens. Its zany action will remind viewers of Bobobo-Bo-Bobo, which did successfully on Cartoon Network, but it also contains a meaningful, adventure-filled story underneath the craziness. Gundam 00 is a remake of sorts of the most successful Gundam in the United States, Gundam Wing. Coupled with its similarity to "our" reality, Gundam 00's situations and characters will be easily relatable to modern audiences. The first 25 episodes contain the quickest-paced story Gundam has ever had, so it won't bore or confuse viewers. This is a Gundam custom-made for the American audience and Cartoon Network should take advantage of it.

Cartoon Network shows massive signs of potential as a network in the upcoming year, especially in the action department. If it uses its potential wisely, 2008 and 2009 will be superb years for the network, treating people to a great blend of original and acquired comedy and action cartoons. Now all Cartoon Network has to do is seal the deal to all of us and show that they are the place to go for cartoons, not a little upstart offshoot of a rival network. The next few months will be interesting to watch indeed, and we will see once and for all whether the network has realized what its identity should be.

 

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