Turner rebrands Boomerang globally

MUMBAI: Turner Broadcasting has declared that its second leading kids brand, Boomerang, will be re-launched worldwide. The channel will be repositioned as an all-animation and youth-centric network with a list of all-time, modern cartoons suitable for family co-viewing. The official rollout began in Latin America on 29 September 2014 and it will be launched in Australia on 3 November 2014. As for Southeast Asia, the US and EMEA, the launch will take place in early 2015.

The announcement was mutually made today by Turner Broadcasting System International president Gerhard Zeiler and Cartoon Network, Adult Swim and Boomerang (US) president and GM Christina Miller.

In association to the above, Zeiler commented, “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”, he added.

Boomerang’s on-air schedule in Australia will boast of timeless favourites such as Tom and Jerry, Looney Tunes and Scooby-Doo. The channel will also showcase a line up of newly-acquired modern series’ including Mr Bean. It will also feature 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 has always been a timeless favourite with multi-generational appeal,” said Miller.

She added, “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."

Adding a brand new on-air feel, Boomerang, for the very first time, will offer exclusive original content across its 13 international feeds.

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.

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