/// The Story of Kids TV Mastermind Fred Seibert

March 11, 2014  |  Media Week

Fred Seibert is sitting in his New York office, filled with Legos and comic books, talking enthusiastically about his first big failure. Thirty-two years ago, Seibert was hired away from his agency, Fred/Alan, by Turner executive Scott Sassa after Turner acquired Hanna-Barbera , the animation studio behind series including Scooby Doo and Space Ghost. Ted Turner was in love with his new toy, though others at the company wanted to shut it down. “Ted won’t close the studio because he thinks it’s cool,” Sassa told Seibert at the time. Sassa didn’t want to close it either, though Hanna-Barbera was a seriously distressed asset. Please, Sassa asked Seibert—who had rebranded Nickelodeon a few years earlier—fix this thing. The first decision Seibert made was to green-light two cartoons: Swat Kats: The Radical Squadron (yes, this was the ’90s) and a much better series called 2 Stupid Dogs . Swat Kats, Seibert now admits, was a boring, by-the-numbers action cartoon he thought could capitalize on current trends, while 2 Stupid Dogs had that certain something he hoped could turn into a marketing bonanza: It was odd

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The Story of Kids TV Mastermind Fred Seibert


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