Cartoon Network has rolled out a new mobile application that lets its viewers watch content live and play games at the same time. 

The CN 2.0 mobile app is available on iPhone, iPod Touch and iPad devices. The app is part of the company?s bigger goal to enhance the user experience.

?What it comes down to is the question, ?What do kids like?? Cartoon Network strives to give kids an enjoyable and unique experience,? said Chris Waldron, vice president of Cartoon Network Digital, Atlanta.

?They are incredible mutli-taskers and through our research and observation, we found that kids in our target demographic are already playing games on mobile devices while watching television,? he said. 

?This app is a way for us to come to where the kids are and adapt their behavior to our brand.?

Cartoon Network Digital oversees the management and production of content for the channel?s official site, CartoonNetwork.com.

Mobile viewership
The new app includes features and content from the original application, as well as exclusive games and collectibles.

Additionally, the company has taken advantage of Apple?s platform and introduced a user interface that lets viewers watch videos and play games concurrently or swap between the two by rotating their device.

?The dynamic, flip-screen technology that we?ve implemented is new to the mobile marketplace,? Mr. Waldron said. ?Our goal is to clearly communicate that the Cartoon Network app is a new experience for kids to do the two things they love the most in one app ? watch full episodes of their favorite shows and play exclusive games.

?We do this by promoting the app on-air and on CartoonNetwork.com as well as taking advantage of great editorial opportunities,? he said. ?Apple selected us as Editor?s Choice of iPad, and that gave us excellent exposure.?

Revolutionary steps
Consumers are constantly multitasking, therefore giving them an option to do both is a great way to drive downloads.

In addition, the company is showing how important it is for marketers to update their mobile apps.

It is crucial for companies to continually step up their game in terms of mobile.

?Our TV Everywhere initiative allows cable and satellite subscribers the opportunity to watch our content wherever, whenever,? Mr. Waldron said.

?This app provides access to full episodes and live streaming on-the-go,? he said. ?Furthermore, entertainment always benefits from technology, and research has shown that kids add value to multi-platform brands.

?We strive for a model of interconnectedness so that kids are able to have a full, fun and engaging experience with everything that is associated with Cartoon Network.?

Final Take
Rimma Kats is associate editor on Mobile Marketer, New York