Turner issues global rebrand of kids channel Boomerang
Turner Broadcasting has announced that it will rebrand children's channel Boomerang worldwide to reposition it with youths.
Boomerang boasts an extensive cartoon library
The animation channel will be retargeted at children and families with a back catalogue of cartoons from the world’s largest animation library including content from Warner Bros, Hanna-Barbera, Cartoon Network and MGM studios.
The new channel’s schedule will initially be composed of classic shows such as Tom and Jerry, Looney Tunes, The Powerpuff Girls and Scooby-Doo. Additionally, exclusive shows will also be commissioned for the network across its 13 international markets.
In the coming month, ad slots for the new channel will be offered to the USA and Latin America with additional places to be offered to other regions in 2015.
Gerhard Zeiler, president of Turner Broadcasting, said: “The relaunch 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, president and general manager, of Cartoon Network, Adult Swim and Boomerang US, said: “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."
The 24-hour channel is currently broadcast to 250 million homes internationally and is supported on digital and mobile platforms.
Last month, Turner Broadcasting awarded a $150m media planning and buying account to Horizon Media.
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