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Adult Swim adding 9 p.m. hour in 2011

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Mediaweek reports that Atlanta-based Adult Swim is expanded into the 9 p.m. hour starting early next year.

Adult Swim started as a one-night experiment in 2001 and has expanded into a young male juggernaut. It now frequently brings in more viewers than any other cable network among men 18 to 34 and isn’t far behind Letterman and other network shows.

There are risks, of course, moving into the 9 p.m. hour. Many of the shows really wouldn’t work well that early, given their adult content. So Adult Swim has to find usable shows that would fit the tastes of the network. This from the story:

After having shifted its nightly launch time from 11 p.m. to 10 p.m. in January 2009, the network that introduced such fractured franchises as Robot Chicken, Harvey Birdman: Attorney at Law and Aqua Teen Hunger Force is looking to extend its reach into the highly competitive second hour of prime. In so doing, Adult Swim is positioning itself to pursue a much broader swath of advertisers, although buyers caution that the network will be in for something of a high-wire act if it’s to balance the content restrictions of the earlier hour with the signature lunacy that informs its brand.

The hope, of course, is to bring in more revenue from Adult Swim than they have been getting airing younger-skewing fare at 9 p.m., when many in Cartoon Network’s target audience are going to sleep.

12 comments Add your comment

Matt

February 17th, 2010
4:36 pm

What shows do you think they’ll move down? The reason that they moved to 10 PM was that they had KOTH to put on.

P F

February 17th, 2010
4:38 pm

What they should do is bring back Toonami at that time period. I would watch a series religiously like I use to (DBZ, etc…) until they stopped showing them a decent hour. But I (being 41) have stopped watching the channel since they started putting live shows/series on. They are starting to go the way of MTV. You remember, that “Music Television” channel that use to play videos 20 out of the 24 hours and now only play videos from like 1-4 in the morning. If it wasn’t broke don’t fix it. If me and my kids wanted to watch Nick, we would turn it there.

E P

February 17th, 2010
4:45 pm

The features they’re paying for are soooooo lame. Rather watch DBZ.

Kodak

February 17th, 2010
4:52 pm

i hope that they can come to an agreement with Aaron McGruder and bring back Boondocks and air Venture Brothers a little earlier (and more often)!

Tony

February 17th, 2010
4:56 pm

Glad to see Adult Swim ready to get going a little earlier. Turner still has rights to Family Guy, so they’ll probably fill the hour with that and give it a rest on Peachtree TV and TBS.

Tony

February 17th, 2010
4:58 pm

Kodak — good call. It’s not that Venture Brothers doesn’t skew a little blue, but it’s not as bad as some programs on Adult Swim. I could definately see it, if not in a 9 p.m. slot, then at 10.

scarfyrre

February 17th, 2010
5:11 pm

Venture Brothers and Boondocks are both scheduled to return, so no worries there. VB’s season got split, but it will be back. I wish they could show Futurama again. That would fill the new time nicely, but no way would they put VB on that early.

BTW, Adult Swim is popular with women, too! I costumed as Dr. Girlfriend from epi “Mid-Life Chrysalis” at DragonCon this past fall.

Doofy

February 17th, 2010
5:24 pm

They need to add The Three Stooges to the line up.

Doofus

February 17th, 2010
5:47 pm

I’d like to see My Favorite Martian

Arnold Ziffel

February 18th, 2010
5:35 pm

Add Green Acres to the schedule.

Larry Fine

February 18th, 2010
7:47 pm

I wouldn’t mind seeing Laurel & Hardy

Hashim

February 19th, 2010
8:29 am

Best thing would be the Simpsons if they’re showing programs that early, its family oriented and its funny.