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.

Ian McClelland