Today, in a press release from Turner Broadcasting System, it has been officially confirmed that Boomerang will re-brand worldwide as a global all-animation, youth-targeted network, with a line-up of timeless and contemporary cartoons programmed for family co-viewing. The announcement was made by Gerhard Zeiler, president, Turner Broadcasting System International Inc., and Christina Miller, president and general manager, Cartoon Network, Adult Swim and Boomerang (U.S.)
The rebrand roll-out began in Latin America on 29th September, the next rebrand will be Boomerang Australia on 3rd November and all other countries in EMEA (Europe, Middle East and Africa) and APAC (Asia-Pacific) areas will rebrand in 2015. The UK and Europe has already been confirmed for early 2015.
TimeWarner (the parent company of Turner Broadcasting System) has the largest animation library in world consisting of Warner Bros., Hanna-Barbera, Cartoon Network and MGM studios television and theatrical shorts, series and specials. Boomerang’s schedule will be supported by main-stay classics such as Tom and Jerry, Looney Tunes, The Powerpuff Girls and Scooby-Doo. On the new Boomerang there will also be new third-party shows produced by studios around the world. The new Boomerang will also have a new set of idents and bumpers and for the first time it will offer exclusive original content on the network across its 13 international feeds.
In the United States 2013 Harris Poll, Boomerang was voted the most beloved network by parents and in September of this year, Nielsen began reporting Boomerang’s ratings among all U.S. cable networks. Viewing statistics already confirmed Boomerang’s appeal among co-viewing audiences.
Gerhard Zeiler made this statement in regards of the international re-brand of Boomerang:
“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 kid’s network.”
Christina Miller also made this statement:
“Boomerang has always been a timeless favorite 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.”
You can read more of the official Boomerang rebrand press release here: