Managing Innovation: A Study of Cartoon Network's Practices

This report delves into the significance of innovation within the animation sector, focusing on Cartoon Network as a prime example. It explores the organization's history of innovation, highlighting its adaptation to technological advancements and market trends. The report examines Cartoon Network's existing innovation performance and capabilities, including its use of 3D printing, digital techniques, and motion capture technology. Furthermore, it provides an overview of the animation industry in 2016, discussing the impact of digital technology, the role of computer animation, and the importance of creative ideas and skilled workforce. The analysis covers various aspects of animation, from the celluloid shift to frame-by-frame methods, showcasing how Cartoon Network has utilized these techniques to stay competitive and captivate its audience, emphasizing the crucial role innovation plays in the industry's ongoing evolution and success.

MANAGING INNOVATION

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Organization and its Innovation History.....................................................................................1
Organisations existing Innovation Performance and Capabilities..............................................2
Animation Industry in 2016........................................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
This project discusses about importance of innovation in animation sector. Cartoon
network broadcast various programs and films using animation (Vargo and et.al 2015). It helps
in presenting stories in pictorial form. This creates a visual impact on the public. Animation
helps in creating simple movement of objects, which grab attention of the viewers. This is a very
technical field and require more level of creativity. Innovation plays a major role in the growth
of animation industry. This is a very complex and time consuming process. Further, this project
discusses about an organization and its innovation history, organisations existing innovation
Performance and Capabilities and at last, it contains brief discussion about animation industry in
2016.
Organization and its Innovation History
Cartoon network is an American entertainment channel. This broadcasts the animated
shows for children. They mainly transmit programs, which are related to comedy. It broadcast
comedy animated shows daily from 6 AM to 8 PM. They try to gain market by targeting children
and kids (Graen, and et.al 2015). During night time, they telecast adult swim to attract teenagers.
They broadcast animated shows all around the world. Cartoon network is a division of Hanna
Barbara cartoons.
The studio of cartoon network is located in California. They launch new animated
cartoons on the basis of London (UK) production. Cartoon network studio offers funny and
interesting shows for children. They have a potential to shoot ongoing and continuous shots to
create series of programs. They have been given popular cartoons like Dexter laboratory, power-
puff girls, courage the cowardly. These cartoons create positive impact on kids.
Cartoon network studio has scheduled some programs for Fridays. Kids wait early to
watch cartoons shows on Friday (Guttentag, 2015). Series of cartoons attract a wider audience.
Cartoon network has decided to broadcast programs like children's television workshops. They
record all animated shorts in chronological order. Cartoon network has implemented various
innovative techniques in order to survive a dynamic environment. They broadcast new shows in
animated sci-fi sitcom, which will display episodes in a runtime of 12 minutes. This will provide
quick summary about upcoming shows.
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Cartoon network studio has launched cartoon gum-ball in tradition 2D look. Children
demand and want more creativity in animated cartoon shows. In order to fulfil requirements, they
made use of attractive colours and different shades to make their cartoons look beautiful and
visually real. CN introduced a new show Elliot from Earth, which started from September 2018.
Innovation has made the world of cartoons more amazing and interesting (Bernstein, 2015).
Cartoon network studio has hired talented staff like (scriptwriting, storyboarding and
editing team) to implement innovated techniques and strategies. Script writer is a person that
design shows and monitor them. Team of talented employees work together on new animated
strategies. Cartoon network uses music in video songs for their shows to gain popularity. These
songs and videos are featured by band members. Other innovation in field of animation is 3D
print. This has helped in delivering more accurate emotions of characters. Earlier, cartoon used
to come in boring black and white print. This innovation is possible due to the technological
advancement.
3D printing approach was used to express unique expressions of any character. Cartoon
network has adopted the process of digitalisation to create stunning images of their shows. This
technique is used to shot short film separately in different back grounds. SLR cameras helped in
shooting of films, which resulted in stop motion animation. It is difficult to shoot a film in one
continuous shot. Dragon frame is a specialized software that helps in creating stop motion in
animation film (Manzini and Coad, 2015). Go motion is a process that is used to capitalise
control that was earlier found in stop motion. Innovation in animation has visual effects on the
photography. Cartoon network studio has adopted various computer techniques in order to make
their shows more attractive and interesting.
Organisations existing Innovation Performance and Capabilities
Innovation plays a major role in long term survival of any organisation. It helps in
establishing sustainability in this competitive world. Business environment is dynamic in nature.
Demands of customers and technologies change continuously; this has affected life cycle of
products. Animation deals with entertaining customers with the help of various technologies.
Designing of a cartoon film is a complex and expensive process. Cartoon network has adopted
innovation techniques to create animated films. Technological innovation in the field of
animation play major role in success of the company (West and et.al., 2014). Cartoon network
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has started evolution in field of animation, which is known as celluloid shift. In this process,
storyboarding primary draw backgrounds and designs different characters on the top of it.
Animation helps the sketchers to draw more complex scene rather than simple and easy
sketch. This technique of drawing cartoons in layers was originated in UK. Animation has gained
popularity because of innovative techniques that were adopted by cartoon network studio. Frame
by frame method was used to redraw the parts of films. Animator used this method to draw
initial background on a computer screen. They helped to draw an image or a character on the
screen of computer. Last frame in this process stay slightly grey for the animator to do
references.
Technological advancement is the main reason behind the success of an animation.
Cartoon network has classic features in making animation films. 3D has allowed audiences to
experience the realistic descriptions of any specific character (Lee, Kao and Yang, 2014). For
example, in the series of Jurassic park, 3D technology had helped to experience live movement
of dinosaurs and animals. Animated objects are put in the films with the help of motion capture
technology.
Movements of human actors are captured using sensors and after that they created
computerized model. Animators insert this computerized model in a films in order to grab the
attention of audiences. Motion capture technology helped audience to experience the character of
actor. Cartoon network has adopted various market strategies to capture the market in field of
animation. Development in innovation has major impact on the output of this industry. Digital
technology has set the trend across the world. Smaller start-up has direct impact on the market.
In animation sector, trends are usually get repeated. This industry has a free entry for existing,
along with new entrants experiences the high rate of profit (West, and Bogers, 2017).
Global animation industry is growing rapidly with the help of technological
advancement. Computer animation is used to satisfy the demand of broadcasting hours and
satellite. Internet is gaining high amount of popularity globally. Animated series was launched to
attract kids of below 9. According to recent trends, television is producing wide range of
animated series for children as well as for adults. Multinational studio has affected the current
trend in animation sector. They are engaged in various activities like pre-production and
distribution of new animated films.
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These studios form partnership with other industries in order to make good series of
cartoons. In order to fulfil innovation requirements, there are certain capabilities that firm needs
to fulfil. They require large amounts of funds to implement any of the innovations strategies. All
these innovation techniques are complicated and expensive. To survive the changing business
environment, innovation is necessary. Implementation of 3D technology in animation sector is
very lengthy and complex process. Business requires funds in order to implement all these
strategies. They arrange funds from investors, shareholders or bank (Johansson, 2017).
To adopt innovation in animation sector, business is required to have a well-skilled
workforce. Managers should t skilled and talented employees in order to execute innovation
process successfully. Technological advancement is considered as a technical process which
requires highly skilled employees. Execution of innovation is possible if employees are talented.
Process of animation is performed by individual. They assure that every step of innovation
process is performed in a desired manner.
Adapting new technology and implementing them in the process of animation is a time
consuming process. For example, cartoon network studio manages their work effectively.
Innovation is a lengthy process and it requires time. Animation sector should be careful while
implementing any new techniques. Animators draw cartoons according to the demand of kids.
Cartoon network uses different colourful backgrounds and designs to grab the attention of
children. Innovation helps the animation industry to stay updated with latest technology and
inventions. This help in determining the overall performance of an organisation (Drucker, 2014).
Animation Industry in 2016
Animation industry deals with creating of moving images and backgrounds with the help
of advancement in technology. Animation software helps in providing some effects in film.
These effects deal with realistic surroundings and real life images. This industry is growing
rapidly. This sector produces full length movies and programs. Animation sectors offer wide
range of employment opportunities to people. From past few years, this sector has become very
popular. They create movies with moving character with the help of 3D effect. This effect is
given by putting some images in chronological order in frame.
Web designing is a part of animation sector. This deals with designing of websites and
creating media (Wolin, 2016). Animators design various types of online games. People get
attracted towards these games because of their design and colours. Animation sector also covers
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VFX effects, which means animators records the actions of human beings with the help of
sensor. They use this computer generated characters for their cartoon series. Computer software
helps in providing realistic effect to this character. There are various types of broadcast, which
deals with animation process. Animators create design of character using different types of
computer software. Illusion of movement is created with the help of image that is continuously
replaced with new image.
This technique creates movement of the motion pictures (Union, 2014). Basic trick
behind this technique is that if an object is drawn 12 times on the frame, then this will create a
smooth movement of object in-front of eye and brain. This is also known as persistence of
vision. 3D animation basically consists of three parts like object, layout and animation. This is
described as a process, which help in making of the object. Animators adopt some 3D animation
tools, that are used to scan real world objects. Animation is the best source of entertainment in
current world.
They implement various techniques to create impression of moving objects. Animators
use creative ideas to design a film. They imagine moving objects along with colourful
backgrounds with the help of various features like zooming in and out of the camera lens. This
industry requires creative ideas and an innovative mind to implement those ideas. Animated
games and cartoons are designed by the animators. Children get attracted towards the game
because of its design and colour. This will help kids to gain knowledge about different types of
colours and computerised effects. Sound effects make a film look more realistic and interesting
(Johnston and Marshall, 2016). Animation process requires combination of different colours in
order to make background look more pleasant.
Animation industry produce short films to create immediate impacts on public. Cameras
records each and every details of the film. In order to improve their production cycle, animation
requires large amount of investments. This industry is a labour intensive because success of this
industry depends upon creativity of people. Basic programs of computers make animation
impressive. Graphic designing plays an important role in animation process. Animators use their
creative minds to develop the process of animation (Christensen and et.al., 2016).
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CONCLUSION
This project concluded about the process of animations. This sector consisted of large
part in economy. Animation sector had gradually been developed and improved from past years.
This sector recruited skilled and talented employees to perform the process of innovation.
Environment is a dynamic in nature; demand of people could get change overnight. In order to
meet requirements of customers’, animation sector used innovative strategies. Animators involve
3D technique in their process with the help of many computer software. Innovation is a
complicated and technical process and requires skill and talented workforce to implement
strategies, thus Animation sectors always use attractive colours and designs to create immediate
impact on public.
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REFERENCES
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innovation, IT and productivity. The Review of Economic Studies, 83(1), pp.87-117.
Christensen, C.M and et.al., 2015. What is disruptive innovation. Harvard Business
Review, 93(12), pp.44-53.
Christensen, C.M and et.al., 2016. What is disruptive Innovation. The Encyclopedia of Human-
Computer Interaction, 2.
Drucker, P., 2014. Innovation and entrepreneurship. Routledge.
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Manzini, E. and Coad, R., 2015. Design, when everybody designs: An introduction to design for
social innovation. MIT press.
Mowery, D.C and et.al., 2015. Ivory tower and industrial innovation: University-industry
technology transfer before and after the Bayh-Dole Act. Stanford University Press.
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Union, I., 2014. Communication from the Commission to the European Parliament, the Council,
the European Economic and Social Committee and the Committee of the Regions.
Brussels.
Vargo, S. L and et.al., 2015. Innovation through institutionalization: A service ecosystems
perspective. Industrial Marketing Management, 44, pp.63-72.
West, J and et.al., 2014. Open innovation: The next decade.
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Wolin, S.S., 2016. Politics and vision: Continuity and innovation in Western political thought.
Princeton University Press.
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