The animation world was sent spinning yesterday when Variety announced the CW TV network will be shutting down its Kids WB! Saturday morning animation block at the end of the 2007-8 season. The 12 year old Kids WB! was the last remaining animated block of Saturday morning programming left on any network, cable or broadcast that was produced in-house.
Starting with 2008, the five-hour block will be filled by 4Kids Entertainment, which currently does a more preschool-oriented syndicated block for Fox. 4Kids will handle all national commercial advertising, Variety reports, and will share in ad revenue with the CW. The CW's share will be applied against a guarantee 4Kids will pay the network. The deal will kick off in September of 2008, with 4Kids covering the 7:00 am 12:00 pm timeslot.
The primary cause of this decision was simple: ratings and advertising revenue. An inside source confirmed what Variety reported that Kids WB! was losing a substantial number of viewers to cable networks including Nickelodeon, Disney and the Time-Warner owned Cartoon Network. According to the trade, the final blow came when a major sponsor, cereal manufacturer Kelloggs, announced it was withdrawing all its advertising due to recent government pressure regarding child-oriented breakfast foods.
"This is a great transaction for both the CW and 4Kids Entertainment," CW chief operating officer John Maatta told the trade. Maatta added that 4Kids offered "substantial resources and laser-focus in this arena."
The news has left fans of not only comic book-based animation but also long term franchises like Scooby Doo and Tom & Jerry speculating on the future of their favorite weekend programs. According to the source, fans of The Batman, Legion of Super Heroes, the upcoming Spectacular Spider-Man and other comic book and animated stables should not be too concerned.
Simply put, the end of Kids WB! does not mean the end of Warner Bros. Animation, the source explained, pointing out that they are two completely separate entities. For many shows, Kids WB! was the outlet Warner Bros. Animation series used, but those series arent going to be cancelled at the end of the 2007-2008 season. We are exploring a number of other avenues to direct this programming, from other networks to direct-to-DVD options, the source said. There are a wide field of possibilities to be explored.
For example, Toon Disneys Jetix block of programming is now showing Batman: The Animated Series and Superman: The Animated Series, and will soon begin airing Pinky and the Brain. Clearly, when Disney is airing Warner Bros. animated series, the distribution picture as well as visions of old studio rivalries needs to be re-thought.
An additional possible distribution outlet T-Works, the upcoming online animation-centric Warner Bros. site. While the WB source stopped short of saying that T-Works would be the home for new episodes of animated series, it was announced that the new online venture would be the home to a yet-untitled Batman shortform series as well as an animated Wizard of Oz project.
Another distribution channel for Warner Bros. Animations projects direct to DVD films. According to the source, sales of both Superman: Doomsday and the latest original Scooby Doo DVDs have exceeded projected sales by approximately 30%.
"We absolutely intend to stay true to our heritage," Warner Bros. TV Group President Bruce Rosenblum said to Variety. "This is an important business that touches many of the Warner Bros. divisions, and we have confidence that Lisa Judson and her team at Warner Bros. Animation will continue to build toward future opportunities.
Rosenblum had more to say in a statement released to the media:
Clearly, this was an issue that we examined closely with our partners at CBS, Rosenblum said. We fully believe it makes the most business sense for The CW in this broadcast marketplace. That being said, Warner Bros. has a long, successful track record in the animation business and we absolutely intend to stay true to our heritage by producing world-class animated entertainment for the children's market be it for cable, direct-to-DVD, broadband, wireless and platforms of the future.
Meanwhile, 4Kids appears to be very pleased with themselves. Their contract with Fox has been extended to at least 2009, and now they also have a five year deal with The CW.
We are delighted to be in business with The CW and secure distribution of 4Kids content for the next five broadcast seasons, said Alfred R. Kahn, 4Kids Entertainments Chairman and Chief Executive Officer. We have had tremendous success over the years collaborating with CW Network partner Warner Bros., to whom we licensed 4Kids hit TV series and movies such as Pokémon and Yu-Gi-Oh!. We think The CWs outstanding affiliate lineup and young target demographic make the network a perfect fit for our programming and business initiatives, said Kahn.
We have tremendous faith in Saturday morning kids television, and with this deal weve renewed our commitment to remain a major player in childrens entertainment, said Norman Grossfeld, President of 4Kids subsidiary 4Kids Productions. We look forward to embracing the fans of Kids WB! and we welcome the opportunity to work with all the production companies, program distributors and advertisers that share our passion for the kids business. We also continue to value our relationship with the Fox Network and its affiliates. Fox recently exercised its option to extend the term of our deal with them through the end of the 2008-2009 broadcast season.
