Cartoon Network's Multi-Audience Agenda // Clarence

The following was a blog post assignment for my Intro to Television class. I've been extremely busy, so I'm cheating a bit and posting it here as well.

The business model of designing children’s cartoons for kids and adults simultaneously has been a long-standing model for Cartoon Network and similar channels. By adding adult-oriented jokes, they can appeal to a wider audience than just children. By appealing to adults as well as kids, they can expand advertising and secondary market opportunities.

Clarence is a new show on Cartoon Network that is a great example of the blend of adult-oriented and kid-oriented content. This clip is a pre-release preview of the first three and a half minutes of the pilot episode. There are few great examples of adult-oriented jokes, such as the custom invitation for the teacher, and the jump cut to the mother taking pizza poppers out of the oven, her butt very blatantly the center of the frame. (The latter can arguably be both adult- and kid-oriented, as kids like butt jokes.) As briefly aforementioned, this blending of audience appeal can broaden their advertising possibilities, so they can air ads that are also intended for a mix of ages, such as Lego commercials. It can also help with secondary market opportunities, as adults who fall in love with a Cartoon Network show like Clarence would likely be willing to purchase seasons on it, or it might appeal more to Netflix’s kids department if parents would enjoy watching it with their children.

This business model can, however, be a tricky one. In aiming their shows at both adults and kids, this encourages parents to watch the show with their children. However, the edgy, adult-oriented jokes they include can be considered by some parents as unsuitable for children, effectively removing both their adult and child audiences. In order to create quality, successful shows that appeal to kid and adult audiences, Cartoon Network must really focus on making the kid-oriented content highly appealing to concerned parents. This particular clip shows a great example of the kid-oriented themes, such as being a new kid at school, making new friends, and even growing up with separated parents, as is suggested by the mother telling Clarence that “Chad” is in her room. In doing this, Cartoon Network is attempting to create a relatable set of realistic characters, at least in terms of life and personality.

So balance is hard when trying to simultaneously appeal to adults and kids, but Cartoon Network uses relatable characters and jokes oriented at both kids and adults to help this. Their purpose in doing so is so as to broaden their advertising possibilities as well as their secondary market opportunities.

I'd encourage you all to check out Clarence. Happy watching!

I'm Michael, and this is my life.