Cartoon Launches ‘Master Control’ Initiative

Kids will become the masters of their own cartoon universe with the Sept. 24 launch of Master Control, a Cartoon Network multi-platform initiative that will let young viewers select programming in the 5:30 p.m. slot each day.

Viewers can go to to find virtual clubhouses with themed logos. They can join Shadowmark (attributes: stealthy and mysterious); Vikinators (fiercely competitve warriors) or Blastdons (elite warlocks).

Kids will cast votes daily and the winning club will have its logo featured on-air and its program selection will be played Monday through Thursday at 5:30. Competitors can chose the entire 4 to 6 p.m. block on Fridays.

Art Roche, Cartoon Network New Media creative director, said afternoon is primetime, as far as kids are concerned.

“We’ll have a nice overlay over our most popular shows,” he said. The Master Control area is set up so kids can vote quickly and get back to viewing TV. Participants must have a code cablecast during the block in order to vote the next day.