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TBS Bolsters Afternoons with 'Toons

Friday, July 04, 2003

10:00 PM PT

Already anchoring Cartoon Network's "Adult Swim" late night block, "Futurama" and "Family Guy" are moving within the Turner family to TBS, which will use the animated series to strengthen weekday afternoons. Starting Monday, July 7, the two cartoons will air at 2 p.m. and 2:30 p.m. ET respectively.

FOX rarely knew what to do with the Matt Groening and Seth McFarlane shows when they first ran. "Futurama" bounced in and out of the network's line-up, often without warning, while "Family Guy" changed days and time slots with some regularity. In syndication, though, they've found expanded audiences and increased popularity.

TBS wants what Cartoon Network already has renewed vitality among adults 18-34. The "Adult Swim" block, running from 11 p.m. to 2 a.m., has provided the Cartoon Network with triple-digit growth from last year among adults 18-34 and 18-24 with particularly strong performances among young men.

The repurposing of the popular 'toons within the AOL Time Warner family signals TBS' ongoing commitment to lowering the average age of its daytime audience.

"For the past year, TBS Superstation has been aggressively pursuing young adults through such strong programming initiatives as the Non-Stop Comedy Block and the addition of 'Dawson's Creek' to the line-up," says Steve Koonin, executive vice president and COO of TBS Superstation and TNT. "'Futurama' and 'Family Guy' have proven to be stellar hits among adults 18-34 for the late-night Cartoon Network Adult Swim crowd, and we are confident they will prove to be equally popular during the afternoons on TBS Superstation."

"Futurama" and "Family Guy" will continue to run on "Adult Swim."