Industry views

• Animator

The cartoons do have their defenders who point out positive messages — environmental protection, loyalty, team work — and suggest that parents exercise guidance.

Li Bin, general manager of Fantawild Holdings, emphasizes "Boonie Bears" positive message. He has a verified Sina Weibo account using the ID of Logger Vick.

This month he posted an article saying: "The idea of creating 'Boonie Bears' was to use the theme of protecting the forests and stopping excessive logging, which is the concept of the entire series. We hope to teach the children to protect the forests and love the environment."

Li also said the series is exported and welcomed by many viewers. To develop the story, the series uses diverse language and varied action to boost the humor. He acknowledged that there are different views and said the filmmakers welcome feedback. He also said children need parental guidance in watching TV.

• TV operator

The reason the animations are played over and over is because repetition makes it easier for young children to consume information, according to Ye Chao, deputy general manager of Toonmax Media, a subsidiary company of SMG that has two channels for young people in Shanghai, Haha TV and Toonmax TV.

Different episodes of shows like "Pleasant Goat and Big Big Wolf" and "Boonie Bears" may seem the same to parents, but they are changing all the time, introducing new stories, Ye says.

The channels not only show popular animations, but also produce their own. This year they are showing a new production "Rabbit Gang" that's adapted from the cartoon by Wei Chengeng, who goes by the name of 19Van.

"We choose the content for broadcast based on the target audience," Ye said. "Haha TV has both animation and non-animation programs. Some are also related to science."

He suggested that parents spend some time watching programs with children and guide them.

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