Turner announced a global rebrand of its Boomerang channel on Tuesday that now positions it as “the network for kids and families.”
The relaunch has already rolled out to Latin American viewers on September 29, with Boomerang focusing on an all-animation, youth-targeted lineup that showcases “timeless and contemporary cartoons,” and emphasizes family co-viewing.
The rebrand continues in Australia on November 3, with additional territories to follow throughout 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.”
Turner says that Boomerang’s on-air offerings will include Tom and Jerry, Looney Tunes, The Powerpuff Girls, and Scooby-Doo, as well as other programs from the Warner Bros., Hanna-Barbera, Cartoon Network, and MGM studios television libraries.
Boomerang will roll out a new on-air environment as part of the rebrand, and will for the first time offer exclusive original content on its 13 international feeds. Digital and mobile platforms will also be refreshed, including an overhauled website offering exclusive games, content, and activities.
Boomerang was launched in 2000, and is available in more than 250 million homes worldwide.