Turner re-brands Boomerang globally

Turner Broadcasting globally re-launches its second flagship kids brand, Boomerang. The channel will be an all-animation, youth-targeted network, repositioned with a line-up of timeless and contemporary cartoons programmed for family co-viewing, rolling out in Australia on November 3, ahead of Southeast Asia, the US and EMEA which will launch in 2015.

The announcement was jointly made today by Gerhard Zeiler, President, Turner Broadcasting System International Inc., and Christina Miller, President and General Manager, Cartoon Network, Adult Swim and Boomerang (US).

“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 kids network.”

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 in Australia will be anchored by such timeless favourites as Tom and Jerry, Looney Tunes and Scooby-Doo. The channel will also feature a slate of newly-acquired contemporary series’ including Mr Bean.

“Boomerang has always been a timeless favourite 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."

Boomerang will introduce a refreshed on-air environment and for the first time offer exclusive original content on the network across its 13 international feeds. The official rollout began in Latin America on 29 September and continues with Australia on November 3. A Southeast Asia will premiere early next year.

Beyond its on-air presence, Boomerang will be supported with refreshed digital and mobile platforms, including a newly refaced website that features exclusive activities, free games and content to provide a full immersion experience for all visitors.