Turner Expands Adult Swim Block, Increases Cartoon Network Digital Content

ATLANTA: Several changes have been announced for Turner Broadcasting’s Animation, Young Adults and Kids Media (AYAKM) portfolio, with Adult Swim expanding to 8 p.m., Cartoon Network ramping up its digital originals and Boomerang shifting more to co-viewing and becoming open to advertisers.

Adult Swim, basic cable’s number one network for young adults, currently airs nightly from 9 p.m. to 6 a.m., and just recorded its most-watched year in its history. It will now expand its on-air programming to 8 p.m., starting March 31. At the same time, Cartoon Network is planning to offer its core audience of kids 2 to 14 a brand-new portfolio of original content meant for digital consumption, designed to augment its on-air programming. Finally, Boomerang will be programmed and marketed globally to present a lineup of classic and contemporary cartoons for consistent programming that appeals to family co-viewing across all of its 13 international feeds. Boomerang will be introduced officially this year for ad sales and promotional opportunities in the U.S. as well.

“As Adult Swim continues to succeed with record ratings and connects with its audiences more than ever, it is imperative that we find a way to grow this part of the business that keeps the essence of what has made it successful and competitive,” said Stuart Snyder, the president and COO of AYAKM. “Our original content also continues to expand, particularly in prime time, with creative and innovative shows such as Rick and Morty. An additional hour in primetime answers these needs and gives us the opportunity to develop more original content for primetime that will engage our audiences even further.”

Snyder continued, “At the same time, we know more and more kids today are turning to digital options for entertainment content beyond their TV screen, so we’re developing a new slate of original content that will premiere on CartoonNetwork.com and our other digital platforms to feed that ever-growing appetite. Cartoon Network will always be on when and wherever our audience wants to experience it. Meanwhile, as audience appeal for classic cartoon programming on Boomerang has grown to critical mass, we’ve determined now’s the time to open the network to our partners as a new opportunity to reach family audiences, particularly parents with young children.”

“As viewing habits continue to evolve, advertisers are looking for opportunities to engage and connect with audiences in a variety of ways that provide greater reach for their brands and messages,” said Donna Speciale, the president of Turner Entertainment, Kids and Young Adults Ad Sales. “These are distinct brands and this expansion will allow for additional opportunities for advertisers to reach a cross-section of demos across proven platforms.”