Television

Cartoon Network US claims success with adult oriented programming

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MUMBAI: Cartoon Network US has claimed that its three-hour late-night weekend franchise Adult Swim (every Sunday from 11 pm - 2 am) posted double-digit ratings and delivery gains across the board versus its premiere week at this time last year.

Among its primary target demo of adults 18-34, Adult Swim ratings (0.5) increased by 25 per cent and delivery (244,000) improved by 27 per cent.

Ratings for men 18-34 (0.5) jumped by 67 per cent, while delivery (133,000) improved by 85 per cent. The highest-rated show was The Oblongs (10:30 pm), with a 0.7 rating (up 17 per cent). The highest-rated original series was Sealab 2021 (11:45 pm), with a 0.6 rating (up 20 per cent). Ratings for viewers aged between 12 and 24 (1.1) was up by 38 per cent and delivery (413,000) increased by 57 per cent.

Even household ratings (1.4) saw 40 per cent improvement, while delivery (1,126,000) posted 44 per cent increases. The tight-knit Oblong clan lives in Hill Valley, a toxic valley downstream from the typical industrial waste site, which has caused a variety of bizarre physical and emotional abnormalities. At the head of the dinner table is the patriarch Bob Oblong and his alcohol-and-tobacco-addicted, bald-but-beautifully-wigged wife Pickles, who frequents the Rusty Bucket bar, owned by transexual Anita Bidet. The family includes their conjoined twin sons Biff and Chip, who share three legs and three buttocks, but can't seem to agree on anything; sweet, tattling, four year-old daughter Beth, sporting a cucumber-like growth sprouting from her head; and youngest son Milo, a one-haired optimist who has every childhood emotional disorder and behavioural problem ever diagnosed.

Friday night's presentation of Cartoon Fridays continues to be a ratings powerhouse for the network, with this week's kids 6-11 rating (4.2) gaining 17 per cent and delivery (775,000) improving by 23 per cent.

A mini-marathon of Ed, Edd n Eddy (8 pm-12 am) earned significant year-to-year ratings and delivery gains across all kids demos, including 112 per cent growth in tweens 9-14 ratings (3.6) and 124 per cent growth in delivery (673,000).

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