SYDNEY – November 4, 2013 – In an effort to capture the elusive young male demographic, Turner Broadcasting System Asia Pacific has launched [adult swim] in Australia, the first market in the region to experience its trademark fan-boy humor.
[adult swim] exists entirely online, as an on-demand video platform to satisfy an increasing appetite for unbundled short-form premium content, Turner Broadcasting said in a press release.
The brand is a multi-platform digital offering with a catalogue of more than 1,500 unique, edgy and engaging animated videos, including Seth Green’s highly successful Robot Chicken animated series, Harvey Birdman and Metalocalypse.
The content is available free of charge through AdultSwim.com.au and any mobile device including iOS, Android and Windows 8 PC and phone, creating a targeted approach for advertisers to connect with the notoriously hard-to-reach 16-to-34-year-old male demographic.
Commenting on the launch, Jeremy Carr, Turner’s Vice President for Entertainment Digital and Syndication in Asia Pacific, said, “The timing was perfect. We identified Australia as a unique market where there’s a huge demand for short-form video and it’s a great opportunity for both consumers and advertisers. This unconventional brand is basic cable’s #1 network with young adults in the US and this success means that we have the right content to export [adult swim] internationally. We are very pleased that Australia is first on the list for Asia Pacific and we look forward to rolling it out in other markets.”
[adult swim] targets a total potential audience of almost four million and immediately enticing 40,000 redirects from the US [adult swim] website.
Green added, "Welcome to Australia, adultswim.com.au. We look forward to playing with you and can’t wait for you to see Robot Chicken episodes here."
The launch of [adult swim], as a premium entertainment offering online, highlights Turner’s commitment to TV Everywhere in Asia Pacific. The platforms were developed in partnership with MCM Entertainment Group’s online video platform business Movideo.
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