TURNER BETS ADULTS WILL TUNE INTO TOONS

                         Roanoke Times
                 Copyright (c) 1995, Landmark Communications, Inc.

DATE: FRIDAY, February 28, 1992                   TAG: 9202280350
SECTION: EXTRA                    PAGE: E-6   EDITION: METRO 
SOURCE: DIANE HOLLOWAY
DATELINE:                                 LENGTH: Medium
TURNER BETS ADULTS WILL TUNE INTO TOONS
Toons, toons and more toons morning, afternoon and night, all night.
Operating on the theory that cartoons aren't just for kiddies anymore, Ted Turner has announced the addition of the new 24-hour Cartoon Network to his cable em- pire that already includes superstation TBS, TNT, CNN and CNN Headline News.
The new basic-cable network will be available Oct. 1, Turner told reporters in a telephone news conference from Atlanta last week.
"Nobody we've talked to doesn't think this is a great idea," Turner said in his characteristically loud and jubilant voice.
But the success of the Cartoon Network will depend on cable systems adding the service to their already crowded lineups. Turner admitted he has no advance sign-ups, although he expects to have some by fall.
Turner said he doesn't expect the Cartoon Network to be an instant hit, adding that it could take up to six months for enough systems to sign on to make the venture worthwhile. He also said he believes cable systems, which now have as many as 50 to 60 channels, will increase their capacity soon.
When Turner launched TNT a few years ago, many industry observers predicted the channel would not survive in the crowded cable environment. Now TNT is a resounding success. And even earlier, when Turner launched CNN, it was scoffed at and dubbed the Chicken Noodle Network.
If his perfect track record holds up, Turner will be able, once again, to chuckle at all the skeptics.
Just as Turner's acquisition of the MGM film library led to his creation of TNT, his acquisition in December of Hanna-Barbera Studios led to the birth of the Cartoon Network. He will have more than 3,000 half-hours of animated programming, including "The Jetsons," "The Flintstones," "Huckleberry Hound, "Top Cat," "Yogi Bear" and "Scooby Doo."
Add to that stash more than 1,000 theatrical cartoons such as "Popeye" and "Tom & Jerry" that Turner already owns from the MGM library, and the Cartoon Network will have a well-stocked programming inventory.
A quick scan of the television listings reveals there are already lots of cartoons on USA Network, Nickelodeon, TNT, TBS and independent stations, not to mention the glut of Saturday-morning cartoons on the three networks. But there are few cartoons in prime time, when Turner believes many adults and older children are available to watch them.
Turner also plans to expand his audience by offering the Cartoon Network, dubbed into the appropriate language, to foreign countries. Given Turner's remarkable business instincts, it's probably safe to say the Cartoon Network has a better-than-average chance to succeed.

by Bhavesh Jinadra by CNB