WHAT IS ADULT SWIM?
Adult Swim is Cartoon Network's late-night programming block of cartoons that appeal to a grown-up sense of humor and other adult sensibilities. Adult Swim is a separate entity that is shown on Cartoon Network but has its own programming, marketing, branding, and web presence.

WHY DID CARTOON NETWORK LAUNCH ADULT SWIM?
Cartoon Network reaches fans of all ages. One-third of our viewing audience is over 18, so it makes sense to provide programming that is created specifically for a more mature audience. Cartoon Network is watched by more adults (18-34) than E! Entertainment, USA, Discovery, TV Land, CNBC, A&E and VH1, to name a few. Our research clearly shows that mature audiences are very interested in viewing adult oriented animation, so we have provided that outlet during a time when children are least likely to be viewing.

WHY IS IT CALLED ADULT SWIM?
It's a swimming pool analogy, basically. It refers to those times when adults find it more enjoyable to have kids "out of the pool." The name "Adult Swim" reflects this block's appeal to older viewers.

WHAT PREVENTS KIDS FROM WATCHING?
The block is clearly differentiated from the rest of Cartoon Network's programming and contains warning bumps to notify and remind viewers that the content is intended for an older audience. Adult Swim is only promoted on Cartoon Network late at night, beginning no earlier than 11 p.m. (e/p) on Saturdays and Monday through Thursday, and 10 p.m. (e/p) on Sundays.

HOW DO PARENTS PERCEIVE ADULT SWIM?
Before launching Adult Swim, Cartoon Network did extensive research to gauge parents' reactions to the idea. Parents welcomed this kind of programming as long as it was done responsibly and was clearly separated from the rest of our on-air programming. Adult Swim is highly aware of its responsibility to viewers of all ages and strives to satisfy adult viewers and protect younger viewers from inappropriate content.

WHEN DOES ADULT SWIM AIR?
The block airs Monday-Thursday nights, 11 p.m.-5 a.m. (e/p), Saturday, 11 p.m.-5 a.m. (e/p), and Sunday, 10 p.m.-5 a.m. (e/p) only on Cartoon Network.

WHAT ARE THE SHOWS RATED?
The programming on Adult Swim is primarily rated TV-PG and TV-14, although there are a number of shows or individual episodes that are rated TV-MA. Viewers should consult the individual episode ratings located at adultswim.com for more specific information. Programs rated TV-14 contain some material that many parents would find unsuitable for children under 14 years of age. Parents are strongly urged to exercise greater care in monitoring these programs and are cautioned against letting children under the age of 14 watch unattended. These programs contain one or more of the following: intensely suggestive dialogue (D), strong coarse language (L), intense sexual situations (S), and/or intense violence (V). We like to call that TV-14-DLSV. TV-MA episodes should not be viewed by audiences under the age of 17 and may contain graphic violence, strong profanity, overt sexual dialog and/or explicit sexual acts. Bottom line: Our shows are clearly marked for Adults Only.

ADULT SWIM PROGRAMMING:
Monday-Thursday
11 p.m.-6 a.m. (e/p)

Saturday
11 p.m.-6 a.m. (e/p)

Sunday
10 p.m.-6 a.m. (e/p)