Linda Simensky, then in charge of animation development in Nickelodeon, described the Nicktoons lineup and concept to Murray. He originally felt skepticism towards the concept of creating a Nicktoon as he disliked television cartoons. Simensky told him that Nicktoons differed from other cartoons. He then told her that he believed that My Dog Zero would not work as a cartoon. He then researched Nickelodeon at the library and found that Nickelodeon's "attitude was different than regular TV". The cable network providers were "making their own rules": for example, Murray stated that he "didn't write for children", which the executives were fine with. Murray was unsure at first, but was inspired by independent animation around him, such as Animation Celebration and MTV's Liquid Television, and gave the network a shot. At the time, Nickelodeon was selling itself as a network-based as much around the edge as around kids' entertainment. It aimed to appeal to college students and parents as much as children.