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Thursday, 21 of November of 2019

Tag » Toonami

The Perils and Problems of Toonami’s Return

Toonami was a programming block on Cartoon Network the started in 1997. Airing in the afternoons, no doubt modeled after (and to compete with) The Disney Afternoon block, the block was retooled in July of 1999 and began airing as the Toonami Midnight Run on Saturday nights starting at midnight. From there on, it was 6 hours of anime and the block’s host T.O.M., a 3D CGI robot voiced by Steve Blum (known for his work as Spike in the dub for Cowboy Bebop).

Toonami Website

Really? "Bitches"? Sigh.

The Midnight Run programming block was dropped after a little less than a year (around March 2000 or so) and was retool with multiple shows airing during its block during the afternoons and then Saturday evenings, mostly anime but some American animation as well before finally being shut down in 2008.

The Midnight Run block was arguably the most popular iteration of Toonami. It laid the groundwork for its ancestor, the wildly successful Adult Swim, with its use of bumps and interstitials between commercials and the shows, and speaking to the audience though those (Adult Swim would, of course, engage in a more minimalist approach). A case could be made for Toonami popularizing anime in the United States (I wouldn’t argue it was the only thing, but probably a contributing factor), which in turn was assisted by Adult Swim’s early emphasis on anime, before they started producing their own program.

On April 1 of this year, Adult Swim was suddenly reprogrammed and it was Toonami Midnight Run again. (You can see all the bumps and interstitials here). And then on May 16, the return of Toonami was announced for May 26.

But why in the world is it even coming back? Read more »