Vishnu Athreya has been named VP Program scheduling for Cartoon Network and Boomerang. Athreya will oversee day-to-day scheduling and strategic positioning of programming for Cartoon Network, Boomerang and branded non-linear program platforms. He will serve as departmental lead for long-range calendar planning, and 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, reporting directly to Rob Sorcher, chief content officer for Cartoon Network, who is based at Cartoon Network Studios in Burbank, CA.
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.