Adult Swim

Adult Swim (Australia) was an Australian television brand built around the programming and identity of the U.S. Adult Swim service. It operated through several distribution formats rather than remaining a single continuous channel: it initially occupied channel space associated with Cartoon Network, later supplied programming to The Comedy Channel, became available through digital and video-on-demand services, and ultimately returned to free-to-air television through Nine Network's 9Go!. The Australian service was aimed at adult viewers and was known for animated comedy, irreverent live-action comedy, cult series and selected anime, including programs that were unusual in tone or format for mainstream children's and family-oriented television. The brand's Australian history is generally traced to the early 2000s, when it was established as a separate network identity sharing capacity with Cartoon Network. Adult Swim first appeared on Cartoon Network Australia in December 2005. That initial television incarnation ended on 31 December 2007. Rather than disappearing entirely, the programming subsequently moved into other outlets. Comedy-oriented Adult Swim series began appearing on The Comedy Channel in March 2008, with Robot Chicken and Harvey Birdman, Attorney at Law among the early returning titles. Aqua Teen Hunger Force was added later in 2008. Additional programs included Moral Orel, Titan Maximum, Frisky Dingo, Tim and Eric Awesome Show Great Job, Childrens Hospital, Metalocalypse and The Venture Bros. Childrens Hospital was notable in the Australian schedule for being shown uncensored, retaining profanity that was not present in the American broadcast presentation described in the reference material. Adult Swim's relationship with anime was also part of its Australian footprint, although many anime programs did not return to the television block after its earlier period. A related anime schedule on the Australian Sci-Fi Channel under the Animax identity carried programs previously associated with Adult Swim in the United States or Australia, including Ghost in the Shell: Stand Alone Complex, Bleach, Air Gear, Inuyasha, Cowboy Bebop and Blood+. That block ended in 2016. Some Adult Swim programs also appeared on SBS 2, while Madman Entertainment distributed selected titles on Region 4 DVD, including several shows that had not previously been broadcast in Australia. The Aqua Teen Hunger Force feature film was also released locally on DVD. The brand expanded into digital distribution in October 2013, when Turner Broadcasting, MCM Media and Movideo introduced Adult Swim Australia as a video-on-demand service. Its initial library contained approximately 1,500 videos, including full episodes and shorter clips. Adult Swim content was also made available through the SBS 2 website, and DVDs were sold through that online presence. From late 2017 into 2018, Madman's AnimeLab service streamed Adult Swim material. In June 2016, Nine Network and Turner Broadcasting System agreed to a two-year arrangement for Adult Swim programs to air on 9Go! on Saturday and Sunday nights. The 9Go! incarnation began in September 2016, while Rick and Morty received a Thursday-night slot from 1 September. The Australian brand also promoted its programming through an Instagram account created in August 2017 and used the Fish Center concept in its 9Go! presentation. Adult Swim ceased broadcasting on 9Go! in November 2019. The brand later retained an on-demand presence through Stan, which began streaming Adult Swim shows in May 2022. The Australian linear television service is no longer active, and the brand's current status as a dedicated Australian network or block is therefore defunct.

Adult Swim Australia developed as a local distribution and programming expression of the U.S. Adult Swim brand. Its early Australian configuration was described as a separate network sharing channel capacity with Cartoon Network. Although the service's history is associated with 2003, the first identified broadcast on Cartoon Network Australia occurred in December 2005. The initial block was removed on 31 December 2007. The end of that first block did not end the circulation of Adult Swim programs in Australia. Comedy-oriented titles began appearing on The Comedy Channel in March 2008. Robot Chicken and Harvey Birdman, Attorney at Law were among the first returning programs, and Aqua Teen Hunger Force joined the schedule in July. Over subsequent years, the Australian audience could encounter a broader selection of Adult Swim material, including Moral Orel, Titan Maximum, Frisky Dingo, Tim and Eric Awesome Show Great Job, Childrens Hospital, Metalocalypse and The Venture Bros. The Australian presentation of Childrens Hospital was described as uncensored, with profanity retained. The Boondocks also aired in Australia but separately from the Adult Swim banner. Anime formed another part of the brand's historical association, but much of the anime schedule did not return to Adult Swim television. A related Animax block on the Australian Sci-Fi Channel carried a number of series previously shown by Adult Swim services, including Ghost in the Shell: Stand Alone Complex, Bleach, Air Gear, Inuyasha, Cowboy Bebop and Blood+. The Animax block ended in 2016. Meanwhile, Madman Entertainment released selected Adult Swim programs on Region 4 DVD. Those releases included titles not previously broadcast locally, such as Metalocalypse, Minoriteam, 12 oz. Mouse, Assy McGee and Xavier: Renegade Angel. The Aqua Teen Hunger Force film was also released on DVD. Distribution increasingly shifted toward digital platforms. Some programs appeared on SBS 2, and in October 2013 Turner Broadcasting, MCM Media and Movideo launched a dedicated Adult Swim Australia video-on-demand service. The initial catalogue was reported as containing roughly 1,500 full episodes and short clips. SBS 2's website also offered episodes and clips, with DVDs sold through the website. From late 2017 through 2018, Madman's AnimeLab streamed Adult Swim material. A major later change came in June 2016, when Nine Network and Turner Broadcasting System reached a two-year agreement to show Adult Swim programming on 9Go! during Saturday and Sunday nights. The 9Go! presentation began in September 2016. Rick and Morty received a Thursday-night slot from 1 September, and the presentation used the Fish Center concept. Promotional activity included the creation of an Instagram account in August 2017. The 9Go! broadcasts ended in November 2019. Adult Swim programming subsequently remained available through streaming rather than through a dedicated Australian linear channel. Stan began streaming Adult Swim shows in May 2022. Adult Swim Australia is no longer an active dedicated television network or block, and its Australian history is best understood as a sequence of broadcast, pay-television, digital, home-video and streaming arrangements.

1. 2022Stan begins streaming Adult Swim shows

   Adult Swim programs became available through Stan in May.

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2. 20199Go! broadcasts end

   Adult Swim stopped broadcasting on 9Go! in November.

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3. 2016Adult Swim programming moves to 9Go!

   Nine Network and Turner Broadcasting System agreed to a two-year arrangement for weekend broadcasts on 9Go!.

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4. 2013Adult Swim Australia video-on-demand service launches

   A Turner, MCM Media and Movideo partnership introduced an online library of approximately 1,500 videos.

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5. 2011Tim and Eric and Childrens Hospital premiere locally

   Tim and Eric Awesome Show Great Job and Childrens Hospital premiered in January; Childrens Hospital was shown uncensored.

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6. 2010Titan Maximum and Frisky Dingo join Australian schedules

   Titan Maximum premiered in January, while Frisky Dingo entered The Comedy Channel's Animania line-up in July.

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7. 2008Programming returns through The Comedy Channel

   Adult Swim comedy programs began airing on The Comedy Channel, with additional titles joining during the year.

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8. 2007Initial Cartoon Network run ends

   The first Australian Cartoon Network incarnation was removed on 31 December.

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9. 2005First broadcast on Cartoon Network Australia

   The Australian Adult Swim block first aired on Cartoon Network Australia in December.

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10. 2003Australian network identity established

    Adult Swim Australia is described as beginning as a separate network sharing channel space with Cartoon Network.

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An adult-oriented, alternative-comedy television brand distinguished by animated satire, surreal humor, cult programming and selective distribution across television, digital video and home media.

• Adult Swim television programming blockTelevision programming2005

  The core Australian offering was an adult-oriented block carrying animated and live-action comedy, cult series and selected anime-related programming. It first appeared on Cartoon Network Australia, later resurfaced through The Comedy Channel, and eventually received a free-to-air presentation on 9Go!.

• Adult Swim Australia video-on-demand serviceVideo on demand2013

  Launched in 2013 through a partnership between Turner Broadcasting, MCM Media and Movideo, this service offered a large catalogue of full episodes and short clips. Its initial library was described as containing approximately 1,500 videos.

• Adult Swim home-video catalogueHome entertainment

  Madman Entertainment released selected Adult Swim programs on Region 4 DVD in Australia. The catalogue included both locally broadcast programs and titles that had not previously appeared on Australian television, as well as the Aqua Teen Hunger Force feature film.

• Adult Swim streaming availabilityStreaming2022

  Adult Swim material was made available through several digital outlets over time, including SBS 2's website, Madman's AnimeLab and, from May 2022, Stan. These arrangements represented program availability rather than a continuing dedicated Australian linear channel.

• 2017Adult Swim Australia Instagram promotion

  Australia

  Adult Swim Australia created an Instagram account to promote programs and publish video content, extending the brand's television presentation into social media.

  Outcome. The account became part of the brand's promotional activity during its 9Go! period.

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• 2019End the 9Go! broadcast arrangementStrategy

  Adult Swim programming had been broadcast on 9Go! since the 2016 agreement with Nine Network.

  What changed. The service stopped broadcasting on 9Go! in November.

  Aftermath. Later Australian availability was centered on streaming and other forms of program distribution rather than a dedicated free-to-air block.

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• 2016Move programming to Nine Network's 9Go!Strategy

  Adult Swim had previously circulated through Cartoon Network, The Comedy Channel and online services.

  What changed. Nine Network and Turner Broadcasting System agreed to a two-year arrangement for weekend Adult Swim programming on 9Go!, with Rick and Morty receiving a Thursday-night slot.

  Aftermath. The 9Go! presentation continued until November 2019.

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• 2013Launch a dedicated Australian video-on-demand serviceProduct launch

  The brand had been distributed through television and was also appearing through online and home-video channels.

  What changed. Turner Broadcasting partnered with MCM Media and Movideo to launch Adult Swim Australia with approximately 1,500 videos.

  Aftermath. The Australian brand broadened its digital distribution through full episodes and clips.

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• 2007End the initial Cartoon Network blockStrategy

  The first Australian Adult Swim television incarnation had been carried through Cartoon Network Australia since December 2005.

  What changed. The block was removed on 31 December 2007, after which programs were distributed through other outlets.

  Aftermath. Adult Swim programming returned through The Comedy Channel in 2008 and later through digital services and 9Go!.

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• 2022Stan begins streaming Adult Swim shows

  Stan added Adult Swim programming to its Australian streaming offering in May 2022.

  Product launch
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• 2019Adult Swim stops broadcasting on 9Go!

  The Australian Adult Swim broadcast arrangement on 9Go! ended in November 2019.

  Other
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• 2017Adult Swim Australia launches an Instagram presence

  The Australian service created an Instagram account to promote its programming and publish video material.

  Campaign
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• 2016Nine Network and Turner agree to bring Adult Swim programming to 9Go!

  A two-year agreement placed Adult Swim programming on Nine Network's 9Go! during weekend evening schedules.

  M&A
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• 2016Rick and Morty receives a Thursday-night Australian broadcast slot

  Rick and Morty began airing on 9Go! on Thursday nights from 1 September as part of the Australian Adult Swim presentation.

  Product launchProduct generation
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• 2013Adult Swim Australia launches a video-on-demand service

  Turner Broadcasting partnered with MCM Media and Movideo to launch Adult Swim Australia as an online video-on-demand service containing full episodes and short clips.

  Product launch
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1. Adult Swim (Australia)