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[via press release]

Cartoon Network New Media Invites Kids to Rule After School with Master Control

Starting Sept. 24 kids can join interactive teams at CartoonNetwork.com where they will vote for their favorite shows; winners gain domination over the network’s after-school airwaves

Just in time to take some of the sting out of back-to-school season, Cartoon Network New Media launches the 15-week first season of Master Control on Sept. 24.  Master Control is an unprecedented multiplatform initiative that gives kids control over the after-school time block on Cartoon Network and builds an engaging fan network online at CartoonNetwork.com.

As Master Control kicks off, fans can visit CartoonNetwork.com and join one of three Master Control teams.  Team members can vote online for which Cartoon Network show they’d like to see air Monday through Thursday in the 5:30 p.m. program slot.  The team that casts the most votes each Friday decides the entire 4:00 p.m. to 6:00 p.m. programming block for that day (all times are ET, PT).

“We are committed to delivering multiplatform activities that will spark engagement and empowerment for the Cartoon Network audience,” said Paul Condolora, senior vice president and general manager of Cartoon Network New Media.  “Master Control does that and offers a Cartoon Network twist to online voting for television programming.”

Master Control teams will have home pages that serve as virtual clubhouses with themed logos in addition to branding that will carry through to network promotions and on-air bumpers.

At launch, kids can choose to join one of three Master Control teams, switching allegiances as they like throughout the season.  In the spirit of fun and over-the-top adventure, the teams are:

Shadowmark: Stealthy and mysterious, Shadowmark achieves its goals by any means necessary.

Vikinators: Fiercely competitive warriors, the Vikinators never back down.

Blastadons: Elite warlocks by birthright, Blastadons wield powerful and ancient magic.

“The team home pages will serve as a rallying point for members,” said Art Roche, Cartoon Network New Media creative director.  “We think kids will love the interactive element of competing against other teams.  Fans really will control the destiny of everything, working together to beat their opponents from week to week.”

As the Master Control season progresses, Cartoon Network will roll out more team-themed activities and extras, culminating in a tournament-play round, the winner of which gains even more days of control over the network lineup.

About Cartoon Network New Media

Cartoon Network New Media is responsible for the production of Cartoon Network’s popular Web sites, which include CartoonNetwork.com, ToonamiJetstream.com, Awesomehouseparty.com and CartoonNetworkYa.com (the Spanish-language site for kids).  These sites are some of the most popular entertainment sites in the world for kids, currently attracting an average of more than 6 million unique users each month in the U.S. (Nielsen//NetRatings).  The top attraction is their roster of games, which drew more than 2 billion game plays in 2006.  In addition, Cartoon Network New Media is the creative force behind Cartoon Network’s video-on-demand offerings, interactive TV and mobile offerings, which include partnerships with such major carriers as Sprint, Cingular and Verizon.

About Cartoon Network

Cartoon Network (CartoonNetwork.com), currently seen in more than 91 million U.S. homes and 160 countries around the world, is Turner Broadcasting System, Inc.’s ad-supported cable service offering the best in original, acquired and classic animated entertainment for kids and families.  Overnight from 11 p.m. to 6 a.m. Monday through Saturday and 10 p.m. to 6 a.m. Sunday (ET, PT), Cartoon Network shares its channel space with Adult Swim, a late-night destination showcasing original and acquired animation for young adults 18-34.

Turner Broadcasting System, Inc., a Time Warner company, is a major producer of news and entertainment product around the world and the leading provider of programming for the basic cable industry.