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Adult Swim (usually rendered [adult swim] on bumps) is the name for the adult-oriented television programming block on Cartoon Network, which premiered on September 2, 2001. It has since become its own channel for ratings purposes, and shares its station number with CN in a night/day switchoff (see below).
Originally a Sunday only block (that also re-ran on Thursdays), Adult Swim now airs Saturday through Thursday nights at 11 PM (E/P) with an encore airing at 2 AM and then ending with an hour of older shows. Adult Swim programming may also be viewed on Friday nights via Friday Night Fix on AdultSwim.com. The block, programmed by Williams Street Studios, the same group that created Toonami and Miguzi, plays American animated series and shorts geared towards adults, and a wide variety of Japanese anime series and OVAs. Promotions for the show have been targeted towards the college age group (18-24) and young adults 18-34, which constitutes the majority of their viewers. According to a September 1, 2004 article in Promo magazine, this form of advertising is used for many of their shows. Representatives are sent to 30 universities across the U.S. to promote the Adult Swim lineup, including handing out posters for student's dorm rooms.
The block is named after the hours designated at public swimming pools for adults-only swimming.
Originally, all of the bumps shown in between shows featured footage (some taken from the Adventures of Pete and Pete) of senior citizens swimming in public pools with a lifeguard shouting through a megaphone. The current bumps feature black "cards" with white text on them, which discuss everything from news about the programming, to personal staff opinions on unrelated subjects. On Thursdays, Adult Swim airs cards which they pull from the Adult Swim message board and respond with their characteristic banter. For example, recently a man calling himself Charles J. McCarthy III has been actively campaigning to be hired by the network with marginal success. He posted a message on the Adult Swim message board that read, "Tell Adult Swim to hire me." Adult Swim responded with the message, "Sorry, we don't need any more janitors."
On March 28, 2005, Nielsen Media Research began treating the block as a separate channel from Cartoon Network for ratings purposes. While unusual, this is not new; Nickelodeon's Nick Jr. and Nick at Nite blocks are also considered as separate channels by Nielsen.
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All times are Eastern. The programming block's encore begins at 2:00 AM. Premiere episodes in bold.
(As of November 22, 2005)
Sunday usually acts as a night to encore the new episodes of Family Guy and American Dad from the previous Thursday. Also, new episodes of some shows premiere on Sunday.
[As of December 4, 2005]
[As of November 7, 2005]
New episodes of American Dad and Family Guy.
Cartoon Network runs a programming block called Fridays (formerly Cartoon Cartoon Fridays) on Friday night, which prevents Adult Swim from airing. With the handicap of being off the air, Friday Night Fix provides viewers with streaming episodes available on the Friday Night Fix Section of AdultSwim.com [1] from 11:00 PM to 6:00 AM. Many new episodes are premiered before they are shown on television.
This schedule varies week-to-week, but is dominated by anime programs, and on rare occasions Saturday's usual schedule will be partially or fully pre-empted to allow Adult Swim to air movies or OVAs. The following are the schedules in January 2006.
Main article: List of programs broadcast by Adult Swim
In mid-2004, Adult Swim launched a video on demand channel on various cable TV providers. The comedy section features several episodes from various Adult Swim original series, while the action section only features programs and movies licensed by Bandai Entertainment, some of which have never been broadcast on Adult Swim or CN. The anime series s-CRY-ed initially premiered on demand before debuting on the regular block in May 2005.
Adult Swim has an active message board at its official Web site. Some quotes from the forum are used on the channel in weekly bumps aired Thursdays; including the now infamous "cus anime is teh s uck." Williams Street Studios staff also frequent the board to answer viewer questions and address comments about Adult Swim programming.