• by Wayne Friedman , February 12, 2007

The fallout over Cartoon Network's guerrilla-marketing efforts for "Aqua Teen Hunger Force" has reached new heights--the head of the network has resigned.

Jim Samples, executive vice president and general manager of Cartoon Network, a Turner Broadcasting network, said in an internal memo that he felt "compelled to step down, effective immediately, in recognition of the gravity of the situation that occurred under my watch." He said he hoped his decision would put "this chapter behind us."

No other Turner or Cartoon networks executives have been affected by the marketing snafu. The channel's most senior marketing executive is Dennis Adamovich, senior vice president of marketing for Cartoon Network and Adult Swim. Asked if other executives would be affected, a TBS spokeswoman said "any internal matters are confidential."

Samples was the most senior Turner Broadcasting executive to approve the plan, according to executives. A replacement has not been named. Cartoon's senior executives will now report to Mark Lazarus, president of Turner Entertainment Group.

Samples had been with Turner Broadcasting for 13 years, and at Cartoon Network since 2001.

Turner Broadcasting has agreed to pay the city of Boston $2 million as a penalty for its marketing stunt. The supposedly suspicious-looking devices were placed near highways and bridges and raised public fears of bombs. That caused an increase in police and security, effectively paralyzing parts of the city.

The marketing effort was to promote an upcoming theatrical film based on the program "Aqua Teen Hunger Force." It was put together by an outside agency, New York-based Interference. Other agency clients include Discovery Channel, HBO, Clorox, MTV, Godiva, GE and CNN.

Many cable networks produce similar guerilla-marketing efforts to promote TV shows, but often alert city officials beforehand. While apologetic for the incident, Cartoon still says it has a business to run.

"We have a lot of shows and a lot of brands," said a TBS spokeswoman. "We are not going to stop aggressively marketing."

The marketing devices were also placed in nine other cities. Those city officials held conversations with Turner Broadcasting executives since the Boston incident on Jan. 31.