Cartoon, Viz Set Anime For B'band

Cartoon Network is partnering with graphic publishing company VIZ Media to bring the epic battles and adventures of such anime characters as Samurai Jack and Naruto to the broadband realm.

Dubbed "Toonami Jetstream," the broadband service, scheduled to launch July 17, will offer on-demand full-length streaming episodes from a suite of Cartoon Network programming including the acclaimed series "Naruto" and the Emmy-winning "Samurai Jack," created by Genndy Tartakovsky. Entire episodes from other anime shows "Hikaru No Go," "MAR" and "The Prince of Tennis," not available on U.S. broadcast or basic cable television, also will be available.

Mark Norman, senior vp business operations at Cartoon Network U.S. and Boomerang, said the new service will function not only as an expansion of the franchise but also as its own entity that over time is likely to introduce other exclusive programming.

"People that are passionate about anime have an appetite for more than just programming from 7-11 p.m. on Saturday nights," Norman said. "We expect this mix of programs exclusive to Jetstream along with those on TV to make the service not only a success in and of itself but to also help grow the TV audience and to expose more people to anime in general."

The site, free and supported solely by banner and streaming video ads, will offer new episodes weekly while previous ones will be archived.

Norman said he was enthusiastic about the company's continuing relationship with the San Franciso-based VIZ Media, known for its graphic novel publishing, animation and entertainment licensing of Japanese content.

"They've been a great partner in the past when we've worked with them to license shows on TV, and they have a great relationship with the people in Japan," he said.

VIZ Media executive vp John Easum said the venture gives fans of the genre a chance to view and follow new series on-demand than can't be seen anywhere else.

"It will give us the opportunity to share with our fans an unprecedented variety of Japan's newest and most exciting animated series and bring new fans to the genre," Easum said.

This is Cartoon Network's second foray into the broadband space. In 2001, the network streamed complete anime episodes online, a venture that Norman said is now geared for greater success with current advances in technology.

"We were somewhat ahead of the technology curve then, but now that the penetration of broadband has grown and advertisers are becoming increasingly comfortable with the idea of video on broadband as viable, we believe the response is going to be a lot stronger," Norman said.