The future of animated programming in America is about to receive a major jolt with the advent of the 'Adult Swim' block, which debuts on the Cartoon Network on September 2 at 10pm (ET and PT).   The block will just air on Thursday and Sunday nights for a three hour period, but its effect on the kinds of animated programs broadcast on American TV could be profound. Anchored by the animated talk show, Space Ghost Coast to Coast, the 'Swim' block will contain a number of more adult cartoons including the hot anime property, Cowboy Bebop (see 'Cowboy Bebop on Cartoon Network').  The move to more mature programming makes perfect sense for the Cartoon Network since over half of the Cartoon Network's audience is over 18.  During April, May, and June the Cartoon Network saw a 25% increase in viewers 18-34 over the previous year.  The Cartoon Network attracts more adult viewers than a number of other cable nets including TVLand, E Network, CNBC, and VH1. With the Cartoon Network's ratings rising, something that is especially apparent with the mostly anime Toonami Block (see 'Toonami Ratings Soar'), the creation of a venue for more mature animated titles sets the stage for real growth in the future.

 

The 'Swim' block will revolve around the often hilarious Space Ghost, Coast to Coast. The Cartoon Network's VP of Programming, Mike Lazzo noted: 'Animation has never been an art that was solely geared toward kids.  Space Ghost was created for an adult audience -- and it has developed a loyal cult following.  Now we have created a group of shows that we think will become appointment viewing for fans of smart, funny television.'  While shows like Cowboy Bebop will be edited somewhat for its appearance on the Cartoon Network, it will still represent a major step forward in terms of content for the network and could open the door for adventurous anime titles like Funimation's Blue Gender.

 

For retailers the success of the Swim Block could push Cowboy Bebop to the forefront of hot anime titles.  With lots of Cowboy Bebop videos and DVDs available from Bandai (see 'Cowboy Bebop Complete Sessions') as well as great potential for licensed figures, toys, statues, and wall art, this series could be in the vanguard of a wave of more mature anime titles that could provide retailers with an additional growth area.  Meanwhile, if the American public accepts this block of more mature animated programming, the prospects for growth in the number and types of anime titles available should be greatly enhanced.