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The Saturday morning ritual was officially declared dead when, as mentioned above, The CW network aired the last of The Vortexx animated lineup on September 27th, 2014.
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Soon networks began pulling animated shows off of the Saturday morning line-up altogether and replacing them with live-action series that met the educational mandates of the government, like Litton's Weekend Adventure, which took over the ABC Kids block on Saturday mornings with pro-social and un-scripted programs. Crawling into the 2000s, Saturday mornings were now populated with re-purposed reruns from cable networks, or cheap cartoons brought in from other countries. Cartoons like Teenage Mutant Ninja Turtles, Animaniacs, and Pinky and the Brain kept Saturday mornings on life support, but the introduction of cable networks like Nickelodeon, Cartoon Network, and the Disney Channel provided alternatives for ways to watch cartoons. Personal computers, VCRs, DVD players, and home video game consoles were becoming the way that kids entertained themselves. The advent of technology in the 1990s knocked Saturday morning cartoons to the ground. Joe, were banned, and there had to be a clear separation between the program and the commercial. Advertisements for toys that aired during shows the toy was based on, à la G.I. Commercials were limited to 12 minutes per half-hour on weekdays and 10.5 minutes on the weekends. Undeterred, Congress put in place a new Children's Television Act (CTA) in 1990, placing stricter regulations on what a network could show on Saturday mornings. Persistent appeals to the FCC about numerous instances of violence and commercials aimed for kids eventually brought about a 1988 bill that would limit advertising, but the bill was vetoed by then president Ronald Reagan. This new iteration of Saturday morning cartoons was still popular with kids, but becoming increasingly unpopular with parenting groups. The Real Ghostbusters and Rambo: The Force of Freedom brought a marketing triumvirate: movie, cartoon and toy marketability. Pac-Man and Dungeons & Dragons introduced gaming to kids. Joe: A Real American Hero, Care Bears and The Transformers were all created with the mission to sell toys. Up to this point, cartoons were largely original creations, but were now being made to further blur the line between commercial and entertainment, with programs based on toys, video games, and movies.
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Series based on existing TV shows, like The Fonz and the Happy Days Gang, or It's Punky Brewster, were laying the groundwork for the next stage of Saturday mornings: cross-promotional marketing. In 1978, the Federal Trade Commission attempted to ban advertising to children under the age of six, but groups representing toy companies, advertisers and cereal industries struck a deal to add educational and informational content alongside advertisements, bringing about public service announcements like The Bod Squad and One to Grow On alongside educational stalwart Schoolhouse Rock!, which had been playing since 1973.Įntering into the 1980s, Saturday morning cartoons were evolving into something different. Researchers found that kids had difficulty discerning differences between the shows and the ads that ran with them, and were not able to comprehend how manipulative the commercials could be. The latter would prove to be controversial, as parents and educators voiced concerns about the effects of Saturday morning cartoons and the direct marketing associated.
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One voice actor could play multiple roles, reruns spread out the cost of the initial investment, and the toy and cereal commercials that aired during the shows cajoled the children watching to push their parents into buying the products. TV networks were finding that animation was more profitable than producing live-action shows. RELATED: Genndy Tartakovsky Signs Overall Deal With Cartoon Network and Warner Bros.
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