Boomerang to refresh for family audiences

Kids TV channel Boomerang has announced a rebranding which will see it expand to family co-viewing titles, including original content.

Turner Broadcasting announced it will relaunch as an “all-animation, youth-targeted network” with “timeless and contemporary cartoons programmed for family co-viewing.”

Content will include Warner Bros., Hanna-Barbera, Cartoon Network and MGM Studios television and theatrical shorts, series and specials such as Tom and Jerry, Looney Tunes, Scooby-Doo and Mr Bean.

It has also flagged “exclusive original content on the network across its 13 international feeds” but not yet detailed what this entails.

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

“Boomerang has always been a timeless favourite with multi-generational appeal,” said Christina Miller, President and General Manager, Cartoon Network, Adult Swim and Boomerang (US). “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.”

Amongst kids aged 5-12 Boomerang’s ratings have improved by nearly 30% from Q2 to Q3 2014.

The relaunch for Australia takes place on November 3rd.