Turner rebrands Boomerang globally

October 15, 2014 10.03 Europe/London By Robert Briel
MIPCOM 2014. Turner Broadcasting will re-launch it kids brand, Boomerang as a global all-animation, youth-targeted network, repositioned with 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 (US).

Drawing upon the vast resources 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 avourites 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 began in Latin America on September 29 and will continue with Australia on November 3 and all additional territories in 2015.

“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 favourite 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 kids portfolio and position it across all platforms in conjunction with Cartoon Network.”