News: Vishnu Athreya Named Vice President, Program Scheduling at Cartoon Network and Boomerang

VAthreya '14

For Release: June 23, 2014


Vishnu Athreya Named Vice President, Program Scheduling

at Cartoon Network and Boomerang


Vishnu Athreya has been named vice president, program scheduling for Cartoon Network and Boomerang, it was announced today by Rob Sorcher, chief content officer for Cartoon Network. In this position, 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. Athreya will be based in Atlanta and report directly to Sorcher, who is based at Cartoon Network Studios in Burbank, CA.

“Vishnu has artfully produced high-performance schedules in territories around the world, and now assumes the U.S. role with a deep knowledge of our product,” said Sorcher. “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.”

Athreya joins the Cartoon Network U.S. team after his 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 South East Asia, Australia and New Zealand. In a role that included program scheduling, operations and acquisitions, Athreya 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 South East Asia Pacific.

Earlier in his career, 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.

Athreya earned a post graduate diploma in communications from the Mudra Institute of Communications in Ahmedabad, India. He also holds a bachelor’s of science degree in chemistry from St. Stephens College in Delhi, India.

Cartoon Network ( is regularly the #1 U.S. television network in prime among boys 6-11 & 9-14. Currently seen in 97 million U.S. homes and 194 countries around the world, Cartoon Network is Turner Broadcasting System, Inc.’s ad-supported cable service now available in HD offering the best in original, acquired and classic entertainment for kids and families. In addition to Emmy-winning original programming and industry-leading digital apps and online games, Cartoon Network embraces key social issues affecting families with solution-oriented initiatives such as Stop Bullying: Speak Up and the Move It Movement.

Turner Broadcasting System, Inc., a Time Warner company, creates and programs branded news, entertainment, animation and young adult media environments on television and other platforms for consumers around the world.



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