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MUMBAI: Turner Broadcasting has announced the global re-launch of its second flagship kids brand Boomerang.
It will be repositioned for family co-viewing and will commence roll-out next month. It will launch in Australia on 3 November, while viewers in Southeast Asia, the US and EMEA will have access to the new channel in early 2015.
Post re-launch, the channel will be an all-animation, youth-targeted network, repositioned with a line-up of timeless and contemporary cartoons programmed for family viewing.
The announcement was jointly made today by Turner Broadcasting System International Inc president Gerhard Zeiler and Cartoon Network, Adult Swim and Boomerang (US) president and GM Christina Miller.
Zeiler said, “The re-launch of Boomerang as a second flagship channel is a testament to its global appeal. 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 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 timeless favourites like ‘Tom and Jerry’, ‘Looney Tunes’ and ‘Scooby-Doo’. The channel will also feature a slate of newly-acquired contemporary series including ‘Mr Bean’.
Miller added, “Boomerang has always been a timeless favourite with multi-generational appeal. 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 further introduce a refreshed on-air look and feel, and for the first time offer exclusive original content on the network across its 13 international feeds. The official roll-out began in Latin America on 29 September.
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 an immersive experience for all visitors.
Turner rebrands kids brand ‘Boomerang’ globally | TelevisionPost.com
It will be repositioned for family co-viewing and will commence roll-out next month. It will launch in Australia on 3 November, while viewers in Southeast Asia, the US and EMEA will have access to the new channel in early 2015.
Post re-launch, the channel will be an all-animation, youth-targeted network, repositioned with a line-up of timeless and contemporary cartoons programmed for family viewing.
The announcement was jointly made today by Turner Broadcasting System International Inc president Gerhard Zeiler and Cartoon Network, Adult Swim and Boomerang (US) president and GM Christina Miller.
Zeiler said, “The re-launch of Boomerang as a second flagship channel is a testament to its global appeal. 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 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 timeless favourites like ‘Tom and Jerry’, ‘Looney Tunes’ and ‘Scooby-Doo’. The channel will also feature a slate of newly-acquired contemporary series including ‘Mr Bean’.
Miller added, “Boomerang has always been a timeless favourite with multi-generational appeal. 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 further introduce a refreshed on-air look and feel, and for the first time offer exclusive original content on the network across its 13 international feeds. The official roll-out began in Latin America on 29 September.
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 an immersive experience for all visitors.
Turner rebrands kids brand ‘Boomerang’ globally | TelevisionPost.com
