Turner rebrands Boomerang globally

Staff writer
26 Oct 2015

Turner Broadcasting is re-launching its second flagship kids brand, Boomerang, as a global all-animation and youth-targeted network, repositioned with a line-up of timeless and contemporary cartoons programmed for family co-viewing.

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 such timeless favorites 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 rollout began in Latin America on September 29 and will continue with Australia on November 3 and all additional territories in 2015.

“Boomerang has always been a timeless favorite with multi-generational appeal,” said Christina Miller, president and general manager, Cartoon Network, Adult Swim and Boomerang (US).

“We see this as a unique opportunity to not only redefine the family co-viewing experience, but to grow and leverage our overall global kids portfolio and position it across all platforms in conjunction with Cartoon Network,” said Miller.

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