In my thesis, I am examining how the channel’s audience has changed, how it has narrowed and diverged between certain sister channels, the changes in brand building and promotional activity, and how these are related to first-line production of animated programs. For a more complete picture, I am look at a competing channel, Nickelodeon, based on the same criteria. In the final analysis, I am looking for the answer to what the channel has at the present, and the future vision for the channel in the world of new media technologies.