Responding to growing viewer demand, Cartoon Network will expand to a 24-hour television service effective 1 July 2001, it was announced today by Ian Diamond, senior vice-president and general manager, Turner Entertainment Networks Asia, Inc. (TENA).

TENA is pursuing content aggregation across multiple platforms including television, interactive media, publishing, consumer products and promotional licensing, with a view to establishing Cartoon Network as an entertainment superbrand in this region.

The company is currently exploring alternative distribution platforms to deliver TCM Turner Classic Movies as a premium offering in markets that present that opportunity. Until now, TCM and Cartoon Network have been a shared service in most Asian markets, with the Hollywood classic movies being featured from 9:00 pm to 5:00 am.

"The 24-hour service is in line with Cartoon Network's global strategic mission to elevate cartoons and animation to the level of general entertainment that appeals to both kids and grownups at different levels. The enhanced daypart will enable us to customise our programming and marketing efforts to better suit viewer needs," said Ian Diamond.

The 24-hour launch will be marked by the debut of several new programme franchises and an enhanced lineup of Cartoon Network originals, Japanese animation and other acquired shows. 2001 Network premieres include new Cartoon Network shows Sheep in the Big City, Samurai Jack, Time Squad, The Powerpuff Girls, Courage the Cowardly Dog, Ed Edd n Eddy, and Mike Lu n Og; and new programme franchises Boomerang, Cartoon Cartoon Fridays, Toonami, Acme Hour and Power Zone. External acquisitions include Dragon Ball Z, Pokemon, Cardcaptor Sakura, Trouble Chocolate and GI Joe. Many of these are also Asian television premieres.