The CW Network announced a deal to have 4Kids Entertainment program the network’s five-hour Saturday morning kids block, beginning a year from now. 4Kids will also sell the national advertising and split revenues with The CW over the next five seasons.
"We are delighted to be in business with The CW and secure distribution of 4Kids’ content for the next five broadcast seasons," said Alfred R. Kahn, 4Kids Entertainment’s Chairman and Chief Executive Officer. "We have had tremendous success over the years collaborating with CW Network partner Warner Bros., to whom we licensed 4Kids’ hit TV series and movies such as Pokémon and Yu-Gi-Oh! We think The CW’s outstanding affiliate lineup and young target demographic make the network a perfect fit for our programming and business initiatives," Kahn added.
"The last number of years have seen significant consolidation in the world of kids’ programming," said John Maatta, COO, The CW. "The agreement with 4Kids with its substantial resources and laser-focus in this arena, will position The CW to continue as a leading supplier of kids programming on broadcast television," he noted.
Under the terms of the deal, The CW and 4Kids will share in national ad revenue from the block, with the network’s share of revenue to be applied against a guarantee to be paid by 4Kids to The CW. 4Kids and The CW will work closely to maximize the ratings and economic success of the block.
TVBR observation: Weekend kids blocks used to be huge money machines for the networks, but no more. The competition today is 24/7 cable, such as Disney Channel, Nick and Cartoon Network. Not to mention the stiff children’s programming and commercial rules that apply to broadcast television. It is a very different world today.