Adult Swim will expand its programming to begin an hour earlier at 9 p.m. ET beginning in January 2011, according to Mediaweek.  The move will essentially trade an hour of kids’ programming, where advertising has been challenged, for an hour of young adult programming, where Adult Swim is doing great with its core demo of young adult males. 


Adult Swim extended its programming an hour earlier to include the third hour of prime time at 10 ET in January of 2009.