Boomerang Rolls Out Global Re-Launch

14 Oct 2014 - By TW Staff

Boomerang already reaches 250 million homes internationally and is the most beloved network by parents (U.S. 2013 Harris Poll). And now it's re-launching as a global, all-animation, youth-targeted 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 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.

“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., in a press release. “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."

Beyond its on-air presence, Boomerang will also 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. 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.

Boomerang will also be officially offered for ad sales and promotional opportunities in the United States.The network re-launch debuted in LatAm at the end of September and is scheduled for roll-out in Australia in November and in the U.S., EMEA and APAC in 2015.