TVBizwire

Adult Swim Expands Its Prime-Time Lineup Variety

Turner’s Adult Swim is expanding its prime-time programming. Variety reports that the service's programming block will extend into the 8 p.m. hour starting March 31.

The expansion will give Adult Swim an extra hour on the Cartoon Network. The added hour will feature back-to-back episodes of the Fox hit “King of the Hill,” the story says. At 9 p.m., the block will air an installment of Fox’s “The Cleveland Show,” with the two animated programs bridging to Adult Swim’s originals, such as “Robot Chicken” and “Aqua Teen.”

"As part of the change, Cartoon Network.com will add more original digital content aimed at its core boys demographic," the piece reports.

Said Stuart Snyder, Turner Broadcasting’s president of animation, young adults and kids media: “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.”

The programming block, started in 2001, has expanded several times, with its most recent expansion leading to its current 9 p.m. to 6 a.m. span.

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