Ask a first grader to identify Bugs Bunny and the response more likely than not will be a blank stare. Dora, sure. Mickey, alive and kicking. But Porky who?

Worried that the low profile of the Looney Tunes cast of characters among children is the start of th-th-th-that's all folks for the historic cartoon franchise, Warner Brothers is embarking on a five-alarm rescue effort.

A new 26-episode half-hour series, "The Looney Tunes Show," is headed toward Cartoon Network in the fall and will star Bugs Bunny and Daffy Duck as odd-couple roommates in a contemporary cul-de-sac. Yosemite Sam, Tweety Bird, Sylvester, Marvin the Martian and Porky Pig are their neighbors.

Warner declined to say how much it is spending on the initiative, but the television series alone carries a cost of about $750,000 an episode, according to industry estimates. "We want to reinvigorate the brand with the best possible execution - high-quality, high-end state of the art," Mr. Roth said.

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