Prime Time Animation Isn't Dead -- It's Just Moved…
With failures like Sammy, Clerks, Mission Hill, Stressed Eric and God, the Devil and Bob, some people in the industry are saying that primetime animation is dead. However, with the networks shying away from toons, cable is bursting forth with animated projects left and right. And the big deals are for toons geared toward an adult audience. I chatted with execs from Cartoon Network, Comedy Central, Showtime and TNN, each of whom have made big deals in the past year, to see what they think is the current climate regarding animated programming for the grown-up demographic in the U.S.
It's Going Swimmingly!
First let's start with the network that is striving to be the #1 destination for every kind of animation in the world -- Cartoon Network. Due to the resounding success of their Sunday night "Adult Swim" block, the network recently announced that it would expand the block to five nights a week. "Adult Swim" is the highest rated time slot on the network and is bringing in advertising dollars from companies that have never advertised on the Toon Net before. The adult programming especially allows the cable station to sell ad time to R-rated films and adult clothing lines like Levi's. "Adult Swim" was a long time in the making and really started 8 years ago when Keith Crofford, vice president of production for Cartoon Network Productions, spearheaded the creation of Space Ghost: Coast to Coast. Quickly the subversive and adult nature of the show grew a cult following, which proved that adults -- especially 20 and 30-somethings were really interested in watching mature animation.
"At first, we didn't know if we were going to last 13 days, 13 weeks, or 13 months. And now it's eight years later," Crofford said.
In regards to whether primetime animation is dead, Crofford said he felt the industry is cyclical. He went on to say that lousy product is destined to fail and that when "people find a program they identify with they keep watching." Crofford pointed out the success of The Simpsons as proof that primetime animation is still vital. That series he said was the "holy grail" that others must look up to.
Cartoon Network wanted to air more adult animation because a third of their audience was between 18-34, however there wasn't a proper niche in which to air such programming. "Adult Swim" organically grew out of Space Ghost's success and allowed a time slot for more adult-oriented shows. Crofford said with "Adult Swim" they now have the opportunity to search out more mature content from other markets. For instance, the expanded "Adult Swim" will feature six series from Japan including Cowboy Bebop and InuYasha. Moreover, the network has rescued several series that moved off the major networks like Futurama, Baby Blues, Home Movies, Mission Hill and The Oblongs. Plus, the network gets a chance to develop their own original programming like Aqua Teen Hunger Force, The Brak Show and Sealab 2021 and create specials like The Groovenians and Private Eye Princess. With the viewers and the demand already there, Cartoon Network is clearly addressing the desires of their audience for more grown-up entertainment.
Animation Is Central
Next we have Comedy Central, which has never shied away from adult-themed toons. South Park still ranks as their most watched program. Recently, the station announced that it too had resurrected four programs that came and went from the networks. The cable net obtained 30 episodes of Dilbert, which is based on the popular comic strip; 6 episodes of Clerks, based on the cult-hit film of the same name; and 13 episodes of both Gary & Mike and Undergrads. Kathryn Mitchell, Comedy Central's senior VP of programming, said that upon viewing the ratings of the initial order the network may opt to order new installments of the four series. Like many of the execs that I spoke with Thompson said viewers come to cable looking for an alternative to the networks and that cable has the opportunity to take more risks.
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