Cartoon Network: CallToons app to be ‘all-encompassing entertainment platform’

Cartoon Network New Media fans have another reason to smile this Valentine’s Day. The network has announced the development of CallToons, a new mobile application that allows cellphone users to select their favorite Cartoon Network or Adult Swim character to essentially replace the general theme of their device.
CallToons, which will be launched by the end of the year, is based on a new technology that supplants ordinary mobile-phone functions such as ringtones and wallpapers with an “all-encompassing entertainment platform provided by the users’ favorite character,” the network said in a news release. The technology promises to deliver a “character-driven narrative experience unlike any mobile content offering available on the market today” that will also include ringbacks and audio and text alerts. Additional features are expected to be announced in the coming months.
The application marks the first content announcement since the network’s parent company, Turner Broadcasting System International, announced a new partnership with infrastructure powerhouse L.M. Ericsson to develop and deliver the media company’s content to the mobile phone.
“CallToons extends our fans’ relationship with our characters in a personal and interactive way through a mobile phone,” said Paul Condolora, senior vice president and general manager of Cartoon Network New Media. “With this application, we are developing a novel approach to the mobile experience. CallToons is a natural next step for the company and offers limitless cross-platform entertainment possibilities with cartoon characters, celebrities, sports figures and beyond.”
The offering is similar to cellphone “themes,” which have been launched by carriers including Sprint Nextel Corp. Such offerings allow cellphone users to download tropical, wilderness or branded themes that essentially replace a phone’s user interface with icons and sounds related to the theme.