St. Petersburg Women and Men Will Have New Adult Cartoon TV Channel

There will be a new TV channel in St. Petersburg as of Sunday and it’s going to feature cartoons – adult cartoons that will be marketed towards the “Kidult” market. Kidult is the new buzz word for adults that won’t grow up.

The channel, called 2×2, is going to be broadcast on the Rambler TV frequency. It will feature Beavis & Butthead, The Simpsons, South Park, Japanese anime and some Russian animation classics. The channel will air 24 hours a day.

Who are kidults? They are in their mid-30s and listen to iPods while reading Harry Potter and play Sony PlayStations. They might not be young in age, but they are definitely young in lifestyle.

With a slogan like Switch Off Your Brain, Switch On 2×2.” , there’s a chance the station will become a “background” channel and that’s not a bad thing. About 60% of Russian women and men television viewers watch with one eye on the set, up from 40% in 2002-2003.

Although the title “adult cartoons” may sound suggestive, there are currently no plans to include erotic animation in the program lineup – for the time being at least.

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