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DIC Will Sell Ads for Three-Hour Segment

By Published on .

NEW YORK (AdAge.com) -- Goodbye Dora, hello Madeline. CBS’ Saturday morning block, currently programmed by Nickelodeon, is being turned over to DIC Entertainment starting Sept. 16.

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The kids’ programming company has paid CBS a flat rate to take over the ad sales for the three hour Saturday morning block. The slot is being rebranded, “CBS’ Saturday Morning Secret Slumber Party.”

As part of the deal, DIC is purchasing the airtime from CBS and is hoping to sell advertisers across three platforms: TV, online and new media. Karl Kuechenmeister is overseeing the DIC ad sales operation as senior VP-ad sales. Mr. Kuechenmeister, who has experience in the children's programming business while at Cartoon Network and Warner Brothers Television, said he will establish fresh bases with clients.

Yesterday DIC unveiled its programming slate, which includes six series: “Madeline,” “Trollz,” “Horseland,” “Kooky Kitchen,” “Littlest Pet Shop” and “Sabrina: The Animated Series.” The block is targeted at a slightly older set of children than its predecessor, targeting 6 to 12 year olds. Each new series will have 26 episodes per year.

The intention is for each of the shows to cross-promote with a Web site and later to offer "mobisodes" for cellphones. “Horseland,” for instance, is based around an existing online community of young horse and dog enthusiasts.

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