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«There has always been a thought at the back of our minds that we really shouldn't be taking eyeballs away from the TV screen, because that's obviously where our ratings are. Yet the reality is that children are accessing a wide range of media. They're going to go online and use their mobile rather than watch TV for a part of each day, whether we like it or not. So we'd rather they were going online and interacting with Cartoon Network than someone else.»

«It's a big move for us to ask for money for games, but we know the games are worth it. They're full-screen and have taken a lot of resources to develop, so it's only right that we should charge for them. Obviously it'll be parents who pay for the downloads, but we're confident they'll be happy to do so because the games are only between ?4.99 and ?9.99 each and so are cheaper than console games. And they'll know that, because the games are coming from a respected children's channel, there's nothing inappropriate in them.»

«Being part of the same group makes them an obvious route for us. We generally come to agreements where we get links to the site in return for content. It works well for both sides: they get some entertaining content based on popular characters and our site gets a link that's visible to a huge number of families.»