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As the upfront season approaches, Adult Swim is prepping a new opportunity for advertisers, with plans to further expand its programming lineup deeper into prime time. Beginning January 2011, Turner Broadcasting System’s late-night animation property (on Cartoon Network) will make another incursion into TV’s most competitive daypart, pushing its starting time up one hour to 9 p.m.
After having shifted its nightly launch time from 11 p.m. to 10 p.m. in January 2009, the network that introduced such fractured franchises as Robot Chicken, Harvey Birdman: Attorney at Law and Aqua Teen Hunger Force is looking to extend its reach into the highly competitive second hour of prime.