- Mr Athreya’s new position takes him from Asia Pacific to the US
Vishnu Athreya has been named the Vice President, Program Scheduling for Cartoon Network and Boomerang. In this position, Mr Athreya will be responsible for overseeing the day-to-day scheduling and strategic positioning of programming content for Cartoon Network, Boomerang and branded non-linear program platforms.
He will serve as departmental lead for long-range calendar planning along with developing creative strategies for on-air stunts and special events surrounding the networks’ growing library of original, acquired and classic animated programming. He will be based in Atlanta and report directly to Rob Sorcher, Chief Content Officer for Cartoon Network in the US, who is based at Cartoon Network Studios in Burbank, California.
“Vishnu has artfully produced high-performance schedules in territories around the world, and now assumes the US role with a deep knowledge of our product. I’m pleased we were able to tap our own international talent pool, and as a result expect Vishnu to be a unifying link for Cartoon Network worldwide,” said Mr Sorcher.
Mr Athreya joins the Cartoon Network US team after a long stint as Executive Director of Programming, Acquisitions and Development for Turner Broadcasting’s kids channels in Asia Pacific: Cartoon Network, Toonami, POGO, Boomerang and Cartoonito. Based in Hong Kong, he was responsible for driving content programming strategy for Turner in Asia Pacific.
In a role that included program scheduling, operations and acquisitions, he was responsible for developing and furthering Turner’s broader kids’ strategy with new channel launches – specifically Toonami, a boys’ action channel, and Cartoonito, for younger children – and building strategic network relationships with various content providers. Over the course of his tenure, he was instrumental in propelling Cartoon Network to a leadership position in Asia Pacific.
Earlier in his career, Mr Athreya was Vice President, music programming and brand for Radio One, the BBC station in Mumbai. He began his career in advertising as a media planner with MediaCom India, part of Grey Worldwide.