The Fallen TV Animation Empire
Chapter 2: The Fall of Saturday Morning Cartoons and Rise of American Cable Television for Kids TV Animation
As The 1970s Decade Approached, More New Animated Series and Shorts were launched and broadcasted on CBS, NBC and ABC. At that time, Broadcast Syndications were also a thing. Broadcast Syndication means Any Series can jump from One Network for a certain period of time to Another Rival Network for another Certain Period of time, basically having no official TV network to stay on, as they were not originals by their own, such as Tom & Jerry, Popeye The Sailor Man and more. Like at once they were on CBS, next period of time after that they jump to ABC or NBC and Vis-a-vis. No certain home, whatsoever.
But in late 1977, an interactive two-way multi programmed Experimental Cable Television arrived in Columbus, Ohio in the US called the QUBE system. Created by Warner Bros' communication arm, Warner Communications with Warner-Amex Satellite. And that was where and when the Cable TV era has started. There were so many Series-based and Event-based channels, Affiliated channels from Broadcast companies like, CBS and NBC and PBS, and some Independent channels on their own, often called as "Networks"/"Cable Networks". There was a Kid specific channel targeted to Children only, called the C-3 Channel. That channel would showcase only one Kid-specific Series only for a short time, called "Pinwheel". The series was created by the "Children's Television Workshop", the company behind the later successful Kids TV series, "Sesame Street" on PBS, under Vivian Horner.
But in early 1979, in QUBE, they wanted to create new Kids TV Shows Catalogue on their C-3 channel, apart from just showing "Pinwheel" all the time. And also wanted to just expand the Network All over the US, instead of showing on just Columbus, Ohio.
So, they planned to expand the channel, acquiring some shows, and the "Pinwheel" channel/the C-3 Channel now got a new name in the process, and that was the first Kids TV Network/Channel for All over the United States of America on April 1st (it's not even an April Fools, though), "Nickelodeon".
Though Nickelodeon was launched at the day, Pinwheel was showcased in their inaugural lineup of shows, it was like a TV Channel only for Kids, basically Commercial-free Channel with Limited Broadcast Time to air, which at the end of the channel broadcast time, They switch to their then-sister network, Star Channel (later known as The Movie Channel).
Just two years after its launch, Nickelodeon would expand their programming and the broadcast time amount to regular 13 hours per day, every days of the Week. At that time, Star Channel would become a seperate 24 hours TV Channel, so the blank space would be filled up by The ARTS Channel.
And at that time, there was a Canadian Sketch Series that Nickelodeon would air, "You Can't Do That on Television", which was Nickelodeon's First hit Series in their entire history. And it's significance was so much that the Green Slime, originally featured on the Program, would be adopted by Nickelodeon as a Signature Primary Feature in Years to Come.
But Nickelodeon would still go in Losses. Because since it's a Commercial-free channel, they cannot sustain without Money. And they revamped their logo in 1981, with a Pinball and Rainbow wordmark. Also, the QUBE system would go in Losses for years, and Nickelodeon Cannot Maintain their Viewership Numbers. Because the Viewers were bored to watch Mime Actors, showcased on Nickelodeon at that time, doing their things. And that story continues for next three years.
Until 1984, it was announced that QUBE system would go defunct, and all of the major TV Brands would get Sold, including Nickelodeon. The ARTS Channel would become A&E channel after ARTS Channel merged with NBC's Then struggling Cable service, The Entertainment Channel.
And in 1984, Nickelodeon and MTV would spun off eventually as an Independent Network group called "MTV Networks". In order to Increase revenue, Nickelodeon would likely accepting Corporate Underwriting, which was the practice commonly used in Public TV, in order to get some shows on their lineup.
But After 1984, everything changed upon Nickelodeon. They Changed their logo into Orange background splat design logo with a Balloon Wordmark written the Channel Name in Caps, and the Doo-Wop group, "The Jive Five" created the iconic Jingle, that would create a Game-changer for Nickelodeon. This branding idea was come up by "Fred/Alan inc." by Fred Seibert and Alan Goodman, who were the same people behind the initial MTV brandings.
Along with the new logo, Nickelodeon now converted from Commercial-free to Advertising-based kids channel. But their show, "Pinwheel" was Canceled at the same time, leaving the channel in limbo, until "Double Dare" would launch in 1986. And Nickelodeon would become a 24/7 channel at that time. This was the start of Nickelodeon's Domination in TV industry.
In 1985, Warner-Amex Satellite owner American Express, would sold their stake to Warner Communications, which in turn, MTV Networks, became a Private network in 1986, and Nickelodeon, MTV and then newly-launched VH1, would be sold to Viacom Inc.
In 1983, there was a premium TV channel for kids, which was launched when there was only Nickelodeon before that, and it was by the Walt Disney Company, showcasing Disney Animation Shows and Movies all day, "The Disney Channel".
Founded by Alan Wagner, the Channel was focused on Disney Shows and Movies, mainly Animated, for 16 hours per day programming. Unlike Nickelodeon, It was like a Premium Channel at launch, like HBO, back in the day in US Cable TV.
In the '80s Era, people either watch The Disney Channel or Nickelodeon, to watch Kids and Family Oriented Programmings. And there were Some Animated Shows that are specifically available on either Both of them, including Nickelodeon, at that time, relying on Syndications.
And in 1987, Nickelodeon hosted an Award Show, which was like a Kids Based Award show, where Kids can select their Favourites, foraying from Movies to TV to Sports to Music. It was called "The Big Ballot". After the success, in 1988, Nickelodeon renamed "The Big Ballot" to the name we all know, "The Kids' Choice Awards", which is a combination of the Oscars, Grammys, Emmys and More judged with Kids' popular opinions rather than jury-based decisions.
In 1988, Nickelodeon introduced, Nick Jr, the Preschool-aimed educational Brand, airing reruns of Pinwheel and more classic Preschool shows on TV.
Up until that point, during 1980s, The broadcast TV Networks (CBS, NBC and ABC), were losing charm with their Saturday Morning Cartoons Blocks, with their legacy animated ongoing shows and the animated shows, whose purpose are made for selling Merchandise and Toys, like Transformers, Teenage Mutant Ninja Turtles, He-Man and the Masters of The Universe, etc, while Those shows are having great storyline to tell. But as they say, and this will be carried forward to upcoming chapters, "All Good Things don't last forever."
Cable TV wasn't like the Traditional TV in the US. The Cable TV are Somehow Paid instead of Free-to-air like Terrestrial Broadcast TV.
Entering into 1990s decade, and this decade is where all the good quality Animated Shows on Cable TV are on the Rise.
In 1991, Nickelodeon started to broadcast and premiere their first three Animated Series, coined them as "Nicktoons". Up until then, they were showcasing animated shows that were on Syndications, like Looney Tunes, Star Trek: The Animated Series, Inspector Gadget etc. Those Three "Nicktoons" were: Rugrats, Doug and The Ren & Stimpy Show. And these three shows just broke the stigma and the ritual of Kids watching their Cartoons on Saturday Mornings. Because, they were on Weekdays from Monday to Friday.
And on Next Year, those shows were now popular among children, especially with Ren & Stimpy and Rugrats.
And on the same year, coincidentally, US saw the launch of a brand New Cable TV Channel, that was focused on Animation only.
Ted Turner, the Tycoon of US Cable TV Industry, who found the renowned News Channel, CNN, had a plan to launch an Animation Oriented Kids And Family TV Channel. So he launched, as we all know, under Turner Broadcasting System - Cartoon Network on October 1992. At that time, Kids TV Genre had Two Channels, Nickelodeon and The Disney Channel. But Cartoon Network just boosted the Competition to be more fierce than ever before.
In 1994, Hanna-Barbera launched a new division called "Cartoon Network Studios" located in Burbank, California. And they started some productions like, "What A Cartoon!", showcasing Cartoons in the form of Series Episodes and Shorts. At the time of launch, they would broadcast MGM, Hanna-Barbera shows. But, New Cartoons premiered on Cartoon Network was a big thing with Shows like, "Dexter's Laboratory", "Johnny Bravo", "Cow and Chicken", "Ed, Edd n Eddy", "The Powerpuff Girls", "Courage the Cowardly Dog", "Codename: Kids Next Door", "The Grim Adventures of Billy & Mandy" etc. over the early '90s to the next decade, 2000s.
Nickelodeon, at this point, though leading the Competition, they were gone under some fierce competition with their two rivals already, The Disney Channel and Especially, Cartoon Network.
So they launched another set of successful series, "Rocko's Modern Life", "Aaahh!! Real Monsters", "Angry Beavers", "Hey Arnold", "CatDog" etc.
While their Preschool Arm, Nick Jr., would have their original programming like, "Eureeka's Castle", "Allegra's Window", "Gullah Gullah Island", "Maurice Sendak's Little Bear" etc. up until 1996, when "Blue's Clues" premiered on Nick Jr., and the success went skyrocket after "Blue's Clues" premiered.
The Disney Channel would just revamp and rename themselves as just "Disney Channel" in 1997 and relegated from being a Premium channel to Basic Cable Channel to compete with Nickelodeon and Cartoon Network. They similarly launched A preschool block similar to Nickelodeon's Nick Jr., "Playhouse Disney".
But Disney Channel's Whole Purpose has then shifted from "All Animation" to a Mixed Family-friendly Channel catering All audience for Live-Action Sitcoms, which Disney Channel was mainly focused to, similar to Nickelodeon's Sitcom Strategy. "The Proud Family" would become Disney Channel's First Animated original TV Series in 2001.
But just before going into the 2000s era, in July 1999, Nickelodeon, released and premiered their another "Nicktoon", that just become The Icon of The Network for Many Years to Come.
Of Course, "SpongeBob SquarePants".
This show was previewed as a Sneak-peek after Their "Kids' Choice Awards 1999". And that series became so much popular, that this series has now become The most popular Animated Series in entire history of the Network itself, surpassing Rugrats, Consistently ranking among the Highest-rated Shows on all Kids' TV. It was also notable, that this Series is also to be blamed for beginning Nickelodeon's imminent Downfall, which we will be discussing later at some time, especially after 2004, when "The SpongeBob SquarePants Movie" released in Theatres.
So, in short, to summarise about three Cable TV Networks' history, at this point:
Nickelodeon was having fair share of Animated Series Catalogue with so many Nicktoons. And their Preschool Arm, Nick Jr, was also just started finding their ground.
Disney Channel was getting warmed up with their Animated Original Content.
Cartoon Network, was all about the Animation-focused, and they had the ambition, to cater Cartoons for All Ages, which means, Cartoons that Transcend from 5-year-old Kids to 45-year-old Adults.
But, in the Process, the Saturday Morning Cartoons Block on Broadcast TV Channels, like CBS, NBC and ABC, likely felt Obsolete. And now, Nickelodeon, Disney Channel and Cartoon Network are now the "Big 3" Brands of Kids TV.
Next, Chapter 3: The Modern Era of Kids' TV Animation with The Big 3, The Silence Before the Debacles.
