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Turner Promotes Preschool Programming with Channel Changes in U.K.

Turner Broadcasting is making changes to its portfolio of kids' channels in the U.K., which is comprised of Cartoon Network, Boomerang, Toonami, Cartoon Network Too and Boomerang +1. On May 24, 2007, Toonami will change into Cartoon Network Too, available across Sky (602), Tiscali TV, Virgin TV and Top Up TV. Cartoon Network Too will feature the very best Toonami shows alongside current Cartoon Network favorites.

Meanwhile, Cartoonito, the preschool block that airs daily on Cartoon Network Too between 6:00 am and 3:00 pm will become a full preschool channel.

Cartoon Network, Boomerang and Boomerang +1 remain in their respective EPG positions.

All channels will undergo a channel reface, phased throughout the year, commencing with Cartoon Network, Cartoon Network Too and Cartoonito.

Dee Forbes, svp/gm of Turner Broadcasting U.K. and Ireland, said, "These changes are designed to give Turner a broader kids' proposition with an earlier entry point to our brands through the provision of a wholly preschool channel. Our audience can now grow with our brands, from Cartoonito to Boomerang to Cartoon Network and Cartoon Network Too."

Forbes continued, "We are very aware that kids' TV is highly competitive, and has also taken industry-wide knocks in terms of advertising restrictions and depletion of original programming. Turner has upped the ante regarding original production, and has recently launched a dedicated Cartoon Network Development Studio, charged with making U.K. produced content. Additionally, the kids channel changes will unequivocally provide us with a more robust offering, enabling our channels to forge ahead in the kids TV arena."

Cartoon Network will continue as Turner's flagship kids' channel, premiering new animated shows including Cartoon Network Originals, co-productions and acquisitions.

Cartoonito, the channel underpinned with an ethos of "Laugh, Learn, Make and Play," will continue soft learning of French in the interstitials via six unique characters called the Cartoonitos. It will also extend segments of the interstitials to introduce live-action short form content, exclusively commissioned for the channel. The French elements will air fro 11:00 am to 6:00 pm while the live-action content with strands, such as "Go And Get A Grown Up" will air throughout the day, encouraging happy and fun experiences between preschoolers and parents.

"Cartoonito launched as a block in Sept. 2006 with an array of popular programming including BARNEY, HI-5 and, more recently, PORORO," said Cecilia Persson, vp of programming, acquisition and presentation, Turner Kids Channels. "It is a bright and happy destination that has been well received. The decision for it to become a full channel was backed by extensive research, which indicated that a preschool channel works best when it matches the typical day of its audience. This is why we have introduced day parting to reflect the lives of preschoolers and their parents, splitting programming and interstitials into clearly defined moods and activities such as storytelling and getting ready for bed." ,

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