Turner Broadcasting System’s Cartoon Network has launched a “micro-network” specifically designed to stream continuous content to mobile devices and portable media players.
The unveiling of the new Cartoon Network Anything comes on the heels of Turner’s announcement this week that it plans to trim its global workforce by 1,475 workers, including 975 in metro Atlanta, as it seeks to rebuild market share in the highly competitive cable TV programming and digital marketplace.
Earlier this week, Turner announced it had signed a nine-year deal with the National Basketball Association to continue airing games on TNT. The deal allows the Turner Sports division to air a total of 64 live regular season games, an increase of 12, expands the company’s digital media rights and allows it to create more content, including an NBA Awards Show, the company and NBA announced.
Cartoon Network Anything will feature exclusive programming created for mobile devices, such as smartphones. An app for accessing the network is available for free download at Apple’s App Store and on Google Play.
Anything will constantly stream games, activities, trivia and video, each lasting an average of 10 to 15 seconds. The content will be delivered randomly, the company said.
The new network and app was developed by Cartoon Network Digital. In unveiling the new service,
Digital Vice President Chris Waldron said Anything is specifically tailored for the smallest screens.
“We want our audience to have a holistic and unique experience that remains true to Cartoon Network’s DNA on every device,” Waldron said in a statement.