Hong Kong – Vishnu Athreya has been named Vice President, Programme Scheduling for Cartoon Network and Boomerang, it was announced on June 23 by Rob Sorcher, Chief Content Officer for Cartoon Network in the U.S. In this position, Athreya will be responsible for overseeing the day-to-day scheduling and strategic positioning of programming content for Cartoon Network, Boomerang and branded non-linear programme platforms.

Vishnu Athreya

He will serve as departmental lead for long-range calendar planning along 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 and report directly to Sorcher, who is based at Cartoon Network Studios in Burbank, California.

“Vishnu has artfully produced high-performance schedules in territories around the world, and now assumes the U.S. role with a deep knowledge of our product,” said Sorcher. “I’m pleased we were able to tap our own international talent pool, and as a result expect Vishnu to be a unifying link for Cartoon Network worldwide.”

Athreya joins the Cartoon Network U.S. team after a long 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 Asia Pacific.

In a role that included programme 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 Asia Pacific.

Earlier in his career, Athreya was vice president, music programming and brand for Radio One, the BBC station in Mumbai. He began his career in advertising as a media planner with MediaCom India, part of Grey Worldwide.

Athreya earned a post graduate diploma in communications from the Mudra Institute of Communications in Ahmedabad, India. He also holds a bachelor’s of science degree in chemistry from St. Stephens College in Delhi, India.