ANGEL Locsin and Richard Gutierrez are the most favored celebrities of Filipino kids, according to a study made on Pinoy kids and their lifestyle. The New Generations Philippines 2007 study, commissioned by Cartoon Network, showed that 27% of surveyed girls named Angel Locsin as their most favored celebrity, with Sarah Geronimo coming in second. Among boys, 11% named Richard Gutierrez as their choice, with Dennis Trillo coming in a close second. When asked to choose between Lebron James and James Yap, 58% of kids chose local basketball celebrity James Yap over the NBA’s Lebron James as their MVP. The study was done in late 2007.

The study revealed that kids enjoy greater access to digital technologies and play in the consumer and environmental space today. Not surprisingly, the tweenies – kids 7 to14 years old (a combination of tweens and teens), are true digital natives, consuming media for entertainment and social networking, and are in the know about trends and issues including computer and video games, and concern for global warming.

On the leisurely activity front, findings in New Generation Philippines 2007 indicated that the growth in access to digital technologies has done to diminish the importance of television in kids’ lives. With 96% viewing TV "yesterday". It is the only medium consumed universally by kids on a daily basis, and towers above all other media (radio is the next most widely consumed media with 30% kids listening "Yesterday"). Year after year, kids continue to vote "watching television" as their overall favorite leisure activity.

Cartoon Network has commissioned its third New Generations Philippines survey tailored specifically for the Philippines (previous surveys were conducted in 2003 and 2005). It is a quantitative study that provides unique insights into the minds and habits of Filipino kids aged 7 to14 years. The survey was conducted for Cartoon Network by research company Synovate, via face-to-face, in-home interviews in Metro Manila, Cebu, and Davao with a total of 1,000 kids aged 7 to 14, and one of their parents. A booster sample (200) of moms of younger kids aged 4 to 6 was added in this recent survey, thereby widening the scope to give a more complete picture of kids than ever before.

According to Duncan Morris, vice president of Research and Market Development, Turner International Asia Pacific, Ltd., "As part of Cartoon Network’s continuing commitment to be the kids’ expert in the Philippines, our New Generations Philippines survey is instrumental in helping us update our knowledge of Pinoy kids, and this time we examined how kids’ lives are being shaped by the changing digital landscape, how they accept, adapt, and live with technological advances."

Cartoon Network conducts similar studies in a number of countries in the Asia Pacific region and regards New Generations as an integral part of its on going quest to learn about kids, their lifestyles, opinions, and behavior.

Cartoon Network is one of the leading kids’ channels in the Philippines since its launch in 2001. The station’s dedicated Philippine feed offers the best in animated entertainment, drawing from the world’s largest cartoon library of Warner Bros., MGM, and Hanna-Barbera titles. It also showcases popular original series such as "Ben 10," "Codename: Kids Next Door," "The Grim Adventures of Billy & Mandy," and "Foster’s Home for Imaginary Friends," and is also home to many innovative program blocks like "Chunky Weekend Toons" and "Toonami." To make the network truly relevant to Filipino kids, the quality premium content is coupled with unique and relevant on-air promotions, packaging, and initiatives such as the Cartoon Network Awards of Excellence and the Cartoon Network Birthday Blast.

Cartoon Network is one of the most popular entertainment channels among kids and is currently seen in over 51 million cable homes in the region.