Turner Broadcasting announced today that its second flagship kids brand, Boomerang, re-launched today as a global all-animation, youth-targeted network, repositioned with a line-up of timeless and contemporary cartoons programmed for family co-viewing. The announcement was jointly made by Gerhard Zeiler, president, Turner Broadcasting System International Inc., and Christina Miller, president and general manager, Cartoon Network, Adult Swim and Boomerang in the United States.
Drawing upon the vast resources of the world’s largest animation library – consisting of Warner Bros., Hanna-Barbera, Cartoon Network and MGM studios television and theatrical shorts, series and specials – Boomerang’s on-air schedule will be anchored by timeless favorites such as Tom and Jerry, Looney Tunes, The Powerpuff Girls and Scooby-Doo. Along with a slate of newly-acquired contemporary series produced by studios around the world, Boomerang will also introduce a refreshed on-air environment and for the first time offer exclusive original content on the network across its 13 international feeds.
As announced earlier in the year, Boomerang will also be officially offered for ad sales and promotional opportunities in the United States. The official roll-out will take place as of today in South Africa and the rest of Africa.
“The re-launch of Boomerang, as a second flagship channel, is a testament to its global appeal,” said Zeiler. “We are extremely proud to see this channel move into its next incarnation – with a look and feel that conveys its quality and contemporary position. This represents a further step in our strategy to build on the success of our international kid’s network.”
“Boomerang has always been a timeless favorite with multi-generational appeal,” said Miller. “We see this as a unique opportunity to not only redefine the family co-viewing experience, but to grow and leverage our overall global kid’s portfolio and position it across all platforms in conjunction with Cartoon Network.”
Beyond its on-air presence in more than 250 million homes, Boomerang also will be supported with refreshed digital and mobile platforms, including a newly refaced website that features exclusive activities, games and content to provide a full immersion experience for all visitors. Younger fans will be able to enjoy age-appropriate, free games showcasing their favorite characters, while older users can learn more about their favorite characters and series.