Turner gives Boomerang a global rebrand - Licensing.biz

Turner gives Boomerang a global rebrand

Boomerang to be relaunched as a 'global all-animation, youth-targeted network'.
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Turner Broadcasting is relaunching its Boomerang brand as a global, all-animation, youth-targeted network.

The network will be repositioned with a line-up of timeless and contemporary cartoons programmed for family co-viewing.

The on-air schedule will be anchored by favourites such as Tom and Jerry, Looney Tunes, The Powerpuff Girls and Scooby-Doo.

Along with a slate of newly acquired contemporary series produced by studios around the world, Boomerang will also introduce a refreshed on-air environment and, for the first time, offer exclusive original content on the network across its 13 international feeds.

Boomerang will also be officially offered for ad sales and promotional opportunities in the US.

The official roll out began in Latin America on September 29th and will continue with Australia on November 3rd and all additional territories in 2015.

"The relaunch of Boomerang as a second flagship channel is 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."

Christina Miller, president and general manager, Cartoon Network, Adult Swim and Boomerang (US), 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 also be supported with refreshed digital and mobile platforms, including a newly refaced website that features exclusive activities, games and content.

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