Turner Relaunching Boomerang as All-Animated Network for Kids, Families

Schedule will feature “Tom and Jerry,” “Looney Tunes,” “The Powerpuff Girls” and “Scooby-Doo,” among others


Look out, Fox — there’s another player gunning for the “animation domination” position: Turner Broadcasting is rebranding Boomerang as an all-animated kids network chock full of classic and contemporary family cartoons.

And why not? Under its ownership, Boomerang boasts the world’s largest animation library — including Warner Bros., Hanna-Barbera, Cartoon Network and MGM studios offerings.

The new-look channel will feature “Tom and Jerry,” “Looney Tunes,” “The Powerpuff girls” and “Scooby-Doo,” among other classic cartoons. Boomerang, which will have 13 international feeds, will also offer exclusive original content for the first time.

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As previously announced, Boomerang will be offered for ad sales and promotional opportunities in the United States. The official roll-out began in Latin America on Sept. 29 and will continue with Australia on Nov. 3. It will follow suit in all additional territories — including the U.S. — next year.

Boomerang has an on-air presence in more than 250 million homes, Turner said. The rebrand will also be supported by updated digital and mobile platforms.

In September, Nielsen Media Research officially began reporting Boomerang’s ratings and delivery performance among all U.S. basic cable networks.

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“The re-launch of Boomerang as a second flagship channel is a testament to its global appeal,” said Gerhard Zeiler, president, Turner Broadcasting System International Inc. “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,” added Christina Miller, president and general manager, Cartoon Network, Adult Swim and Boomerang (U.S.). “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.”

Boomerang was originally launched in the U.S. on April 1, 2000.