ORIGINALITY CUTS BOTH WAYS WHEN PITCHING NEW SHOWS.

Byline: Marla Matzer Daily News Staff Writer

Even in the middle of an apparent animation bonanza, the Big Three networks aren't the only ones who are skittish about putting ``edgy'' animated shows on the air. While 25-year-old wunderkinds like ``Family Guy's'' Seth MacFarlane are getting a shot at creating the next ``Simpsons''/``King of the Hill''/``South Park,'' some creators grumble that it's as hard as ever to sell any network or cable channel on a truly original idea.

``It's no secret they're all looking for the next `South Park,' '' says John Kricfalusi, the animator who brought you ``Ren & Stimpy.'' ``When something primitively drawn that happens to be funny becomes a hit, everyone else tries to imitate the most obvious thing: the primitive style. Things aren't going to succeed because of that. They'll only succeed if they're funny.''

Kricfalusi should know: ``Ren & Stimpy'' became the highest-rated cable show to date at the time it debuted in the early 1990s, on the Nickelodeon channel. Since Kricfalusi left the show in a creative dispute with Nickelodeon, he has tried unsuccessfully to get another show on the air. Earlier this month, he struck a deal with Canadian production company Cambium Entertainment to produce a new superhero spoof, ``He-Hog the Atomic Pig,'' expected to debut sometime next year. So far, though, Cambium still is shopping for an American distributor.

Kricfalusi nearly had deals with Fox and the Cartoon Network in the last several years, but the shows haven't materialized. Meanwhile, he's stayed busy working on Internet cartoons, music videos, commercials and animated short subjects.

One problem animators have faced is that Americans (especially cautious TV executives) have tended to classify animation as a medium exclusively for children. Adult-oriented animation has long been more successful in overseas markets such as Europe and Asia.

``The breakout hits have appealed to all ages: `Bugs Bunny,' `Ren & Stimpy,' `The Flintstones,' '' Kricfalusi says. ``If you went and pitched `South Park' to somebody, they'd have a hard time seeing that even adults would watch it. But they do. Kids, teen-agers and adults all like it. Who would have thought?''

The law of averages dictates that not all the new animated shows will be hits. Already, some outlets seem to be rethinking their animated programming strategy.

Home Box Office, which has had respectable success with its TV version of the comic book ``Spawn,'' seems to have pulled back somewhat from its commitment to animation. Last year, it got rid of most of the people who were working in-house on the show, which may be on the way out after a new series of six episodes is shown starting in April.

`` `Spawn' was a very special idea. I don't know that there's another show out there like `Spawn,' '' says Carmi Zlotnik, vice president of original programming production and creative operations at HBO. He adds that while HBO may put on more animated shows in the future, it is looking not at comedies, rather than dark, comic book properties such as ``Spawn.''

``Animated programming tends to be an odd duck,'' says Zlotnik. ``There are a lot of considerations as to what you pair it with, your scheduling strategy, who you're aiming at.''

HBO had built up an in-house team to produce ``Spawn.'' At one time, the plan was to use this team to work on other shows in development, such as ``Fritz the Cat'' creator Ralph Bakshi's ``Spicy City'' and an animated version of the underground cartoon strip ``Hollywood Dog.'' Now, Zlotnik says, HBO has changed its focus.

``Our emphasis has shifted to some of the more known quantities: writers, executives, producers. ... Our goal is to get strong programming for the network, first and foremost. People aren't looking for an animated show just to have an animated show on their network.''

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Photo: ``Ren & Stimpy''