Turner Announces Global Revamp For Kids Channel Boomerang

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BoomerangTurner Broadcasting is giving their kids channel Boomerang a global revamp.

The channel, which currently has a presence in the US and across EMEA, will re-launch with a new brand proposition as a global all-animation youth-targeted network, TVWise has learned. As part of the re-launch, the channel will get a new logo as well as on-air and online look.

The revamped kids channel will continue to rely on the library of content from Warner Bros., Hanna-Barbera, Cartoon Network and MGM to populate their schedules, with such shows as Tom & Jerry and The Powerpuff Girls; while Turner will also acquire content from outside studios and local production companies around the world. In addition, Boomerang will continue to commission originals, which will be syndicated across the 13 international feeds.

As part of this revamp, Turner will begin offering Boomerang for advertising sales and promotional opportunities in the United States. The roll out of the revamped channel began with Latin America on Monday September 29th and will continue with Australia on Monday November 3rd, with further launches – including the UK – taking place across 2015.

“The re-launch of Boomerang as a second flagship channel is a testament to its global appeal,” said Gerhard Zeiler, President of Turner Broadcasting System International. “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,” 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.”