Turner Enterprises makes adult market attack

Firm introduces a new tide of properties as it reveals regional plans for adult swim franchise.
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Adult swim is the online channel brand, encompassing comedy shows like Robot Chicken (pictured), Aqua Teen Hunger Force, Metalocalypse, Superjail, Squidbillies, Tim and Eric Awesome Show, Great Job and The Venture Bros.

Targeting adults aged 18-34 years with a strong male bias, the content is accessible via the web portal www.adultswim.co.uk and key brands are now available for licensing across the EMEA region.

Alan Fenwick, vice president, Turner CN Enterprises commented: “Adult swim is the first adult focused proposition that we’ll be licensing from our extended portfolio of brands which includes retro, lifestyle and channel brands in addition to our award winning kids’ properties.

“Strategically, the licensing of adult swim marks a point of evolution for our business. The brands allow us to target an older demographic; this not only exposes an essential new revenue stream but the brand also allows us to sign innovative, groundbreaking deals. 

“Just like the adult swim properties, adult swim fans tend to be non-conformist, they consume our content through new mediums such as the Internet, social networks and gaming and we understand that we need to interact with the fans in their world to ensure the success of our licensing programme.“

This strategy has lead to deals with Playstation Home where adult swim clips are shown within a 3D virtual cinema and iTunes where consumers can download their favourite adult swim content.

adult swim has been established in the US for the last three years. During that time, the brand has been selectively rolling out its titles throughout EMEA territories, and has a growing presence in Germany, Spain, the Nordic regions, Russia and South Africa. 

In the UK, Robot Chicken Star Wars 1 & 2 topped both the DVD TV Retail Chart and the iTunes TV Show Download chart on their release in August 2008 and August/September 2009 respectively.

Fenwick continues, “Overwhelming consumer demand for the limited product currently available in this region is evidence that the time is right for us to accelerate the adult swim licensing programme across EMEA.

"The campaign will appeal to the core adult swim fan base of adult animation, sci-fi and cult comedy enthusiasts.”


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