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Adult Swim (stylized as [adult swim] since 2003 and also abbreviated as [as]) is a programming block broadcast by the American basic cable channel Cartoon Network during the evening, prime time, and late-night dayparts. The block features stylistically varied animated and live-action series targeting an adult audience including original programming (particularly comedies and action series), syndicated series, and short films with generally minimal or no editing for content. Adult Swim is programmed by Williams Street, a subsidiary of Warner Bros. Television Studios that also produces much of the block's original programming.

First broadcast on September 2, 2001, Adult Swim has frequently aired animated sitcoms, adult animation features, mockumentaries, sketch comedy, and pilots, with many of its programs being aesthetically experimental, transgressive, improvised, and surrealist in nature. Adult Swim has contracted with various studios known for their productions in absurd and shock comedy.[1] In addition to comedy, Adult Swim also broadcasts Japanese anime and American action animation, and since May 2012 this type of programming has generally been aired on its Saturday night Toonami block, which itself is a relaunch of the original block of the same name that ran on Cartoon Network from March 1997 to September 2008.

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Adult Swim initially ran in the late night hours.[2] It began to expand into prime time in 2008, and moved its start time to 8:00 p.m. ET/PT in 2014.[3][4] To take advantage of young adult viewership of Cartoon Network in the daypart, Adult Swim expanded further to 7:00 p.m. on weekdays and Saturdays beginning in May 2023.[5] After experiencing success with the changes, Adult Swim further expanded to 5:00 p.m. on August 28, 2023; on weekdays, the expanded runtime is filled by "Checkered Past", a sub-block that features classic Cartoon Network original series from the 1990s and 2000s.[6]

Cartoon Network's original head programmer, Mike Lazzo, conceived Adult Swim.[7] The block grew out of Cartoon Network's previous attempts at airing content appropriate for adults who might be watching the channel after 11 pm (ET/PT). The network began experimenting with its late-night programming by airing anthology shows that presented uncensored classic cartoon shorts, such as ToonHeads, The Bob Clampett Show, The Tex Avery Show, Late Night Black and White, and O Canada. Another block, Toonami's "Midnight Run", aired the network's action programming uncut with minimal edits. At that time, one third of Cartoon Network's audience were adults.[8][9]

During the 1990s, prime time animation geared toward adults started growing popular due to the success of Fox's hit show The Simpsons.[10][11][12] This was followed by a trend of other adult-oriented animated shows throughout the decade, as well as more general-oriented animated series that garnered strong adult followings.

Space Ghost Coast to Coast, Cartoon Network's first foray into original programming, was created in 1994 specifically for late-night adult audiences. The series was created by Mike Lazzo's Ghost Planet Industries, which eventually became Williams Street Studios, the producers and programmers of Adult Swim.

Between 4:00 am and 5:00 am on December 21, and December 30, 2000 (while Space Ghost Coast to Coast was on hiatus), several new Williams Street series made unannounced "stealth" premieres. Sealab 2021, Harvey Birdman, Attorney at Law, Aqua Teen Hunger Force, and The Brak Show all premiered unannounced;[13] the official schedules listed the shows as "Special Programming".[14] Prior to that, in Entertainment Weekly, it was stated that Michael Ouweleen's next project was working on the Harvey Birdman, Attorney at Law Pilot with J. J. Sedelmaier.[15] In a 1999 interview, the indie pop rock band Calamine stated they had recorded the theme song for Sealab 2021.[16] While entertaining pitches for a variety of adult cartoons, Lazzo realized the potential for packaging them as a complete adult-focused block. Different names were considered, including "ibiso", which was said to be Spanish for "stop", "Parental Warning" and "Parental Block" but he eventually settled on "Adult Swim" (a reference to the common policy at public swimming pools to have time intervals during the day when only adults are allowed in the pool.[17]).

Cartoon Network originally intended to launch the adult animation block on April 1, 2001, but was delayed five months.[18] In June 2001, TV Guide had recorded an interview with Cartoon Network's former president, Betty Cohen. She stated there was a new programming block coming out in September that was aimed for an adult audience.[19][20] During this month at the Cartoon Network Confidential, "Cartoon Network's best originals and outrageous animated shorts for discriminating adults" in New York City, an upcoming episode of Space Ghost Coast to Coast titled "Kentucky Nightmare", the stealth pilots from December, Captain Linger, and an episode of Home Movies were screened for free. The screening was part of the Toyota Comedy Festival.[21] On Saturday, July 21, 2001, the Space Ghost Coast to Coast panel at San Diego Comic Con had a trivia game in which the winners won a promotional CD that had the theme songs to the upcoming Adult Swim Shows.[22][23] Everybody who attended got a free Adult Swim t-shirt that was packaged to look like a roll of bandages that a lifeguard might carry.[24]

At the Comic Con, audiences got to see clips of the upcoming shows and vote for what show they wanted to see as a sneak peek. Harvey Birdman, Attorney at Law was the winner and the pilot was screened. The Leave It to Brak episode "Mr. Bawk Ba Gawk" and Space Ghost Coast to Coast episode "The Justice Hole" were also screened, as well as clips to the episode "Sweet for Brak".[22] In an interview on creativemac.com on July 25, 2001, J. J. Sedelmaier talked about working on the Harvey Birdman, Attorney at Law pilot.[25] On August 12, the first commercial advertising the new block aired on Cartoon Network.[26] Around this time a press kit came out that featured towels and a promotional CD.[27][28][29][30] Another press kit that was designed as a first aid kit came with a promo VHS with info on all the shows.[31][32][33] Access Hollywood also highlighted the upcoming premieres.[34] Print ads were shown in an August issue of Entertainment Weekly. On August 31, adultswim.com officially launched.[22]

Adult Swim's original bumpers shown in-between the shows featured footage of elderly people swimming in public pools, eating, exercising, and doing other pool-related activities. It would show signs all around the pool saying things like "Warning Potential Violence", "Warning Strong Language in use", "Caution Sexual Innuendo", "Caution Limited Animation", "No Diving", "No Kids", "Warning Adult Situations",[40] and more. Some of these bumpers were narrated by a lifeguard who spoke through a megaphone. Most notably he would shout "All kids out of the pool". The logo was the words "Adult Swim" in all capital letters (or often an alternate version of the logo featured the block's name rendered in red and a black circle with a yellow penumbra, which also used as the main logo from 2002 to 2003), shown after a freeze frame of the footage.[41] Sometimes they were even shown in reverse. The block's original theme music, titled "D-Code," was a remix of "Mambo Gallego" done by the Melbourne musician Dust Devil, originally played by Latin jazz musician Tito Puente Sr.[42]

When the Saturday night block debuted on February 23, 2002, it was known as Adult Swim Action, with various anime programs displayed on the block from 11:00 pm to 2:00 am ET. Thus, programming on the block was divided between Adult Swim Action and Adult Swim Comedy.[67] Adult Swim Comedy was Sunday nights and ran from 10:00 pm to 1:00 am ET. Two days prior, on February 21, Adult Swim stopped airing on Thursday nights. The Rocky and Bullwinkle Show and The Popeye Show took Cowboy Bebop's place for 12:00 am and 12:30 am ET. On June 15, 2002, Adult Swim had their first contest called "Adult Swim Happiness Sweepstakes" where winners could win a Master Shake air freshener.[68]

In the fall of 2004, Adult Swim started a course at Kent State University with lessons by film professor Ron Russo, author of the book "Adult Swim and Comedy".[84][85][86][87] On Halloween night in 2004, Phantasm actor Angus Scrimm hosted an Aqua Teen Hunger Force marathon.[88][89] On November 2, 2004, Adult Swim ran a marathon of the Harvey Birdman, Attorney at Law episode "Guitar Control" all through the night, until 2 a.m.. The episode replayed 24 times to celebrate Election Day.[90][91] On November 28, Adult Swim had a week showing off classic bumps from previous years. On March 28, 2005, Atlanta-based Turner Broadcasting System began recording Adult Swim Nielsen ratings separately from Cartoon Network for demographic purposes.[92] Promotions for Adult Swim are targeted towards the college age and those in their 20s and 30s, constituting the majority of their viewers. According to a September 1, 2004, article in Promo magazine, representatives travel to 30 universities across the U.S. to promote the Adult Swim lineup, including handing out posters for students' dorm rooms.[93] On April 17, 2004, Adult Swim regained Saturday nights, making Friday the only night where Adult Swim did not air. On March 28, 2005, Adult Swim gained an extra hour, now ending at 6 a.m. ET. On October 2, 2005, Adult Swim regained the 10 p.m. hour on Sundays, continuing to start at 11 p.m. Mondays to Thursdays, and Saturdays.

Adult Swim had a direct and important role in the revival of an aforementioned popular animated series, Family Guy. Due to the series' popularity in reruns, the block burned off "When You Wish Upon a Weinstein", an episode of the series that had been banned from airing on Fox, in 2003.[94] On September 21, 2003, Seth MacFarlane guest voiced on the Aqua Teen Hunger Force episode "Super Trivia". In 2004, from July 26 through July 29, Adult Swim had a week dedicated to Seth MacFarlane where it had him host a Family Guy marathon showing select episodes.[95][96] On March 29, 2004, less than one year after beginning reruns on Adult Swim, Fox announced it would be renewing Family Guy for a fourth season and reviving it from cancellation.[72] Shortly after the announcement, Jim Samples, then-general manager and executive vice president of Cartoon Network, commented, "Bringing Family Guy to the Adult Swim lineup last April really helped turn the block into a cultural phenomenon with young adults."[73] 2351a5e196