Second flagship kids brand repositioned for family co-viewing begins its rollout next month with Australia on 3 November
Turner Broadcasting announced today that its second flagship kids brand, Boomerang, is being re-launched globally as an all-animation, youth-targeted network, repositioned with a line-up of timeless and contemporary cartoons programmed for family co-viewing, rolling out in Australia on 3 November, ahead of the US, EMEA and Southeast Asia.
The announcement was jointly made today by Gerhard Zeiler, President, Turner Broadcasting System International Inc., and Christina Miller, President and General Manager, Cartoon Network, Adult Swim and Boomerang (US).
“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.
Drawing upon the vast resources of the world’s largest animation library – consisting of Warner Bros., Hanna-Barbera, Cartoon Network and MGM Studios television and theatrical shorts, series and specials – Boomerang’s on-air schedule in Australia will be anchored by such timeless favourites as Tom and Jerry, Looney Tunes and Scooby-Doo. The channel will also feature a slate of newly-acquired contemporary series’ including Mr Bean.
“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.”
Boomerang will introduce a refreshed on-air environment and for the first time offer exclusive original content on the network across its 13 international feeds. The official rollout began in Latin America on 29 September and continues with Australia on 3 November. All additional markets will premiere in 2015.
Beyond its on-air presence, Boomerang will be supported with refreshed digital and mobile platforms, including a newly refaced website that features exclusive activities, free games and content to provide a full immersion experience for all visitors.
Today’s announcement comes on the back of recent double-digit, quarter-on-quarter growth in Australia among its key demographic of kids aged 5-12. Ratings also leapt by nearly 30% from Q2 to Q3 2014. (Source: OzTAM national STV, overnights.) Boomerang currently screens on Foxtel channel 715.
About Boomerang in Australia
Boomerang provides light-hearted and fun moments, showcasing a mixture of internationally recognised comedy and fantasy series. Core programs includes Tom and Jerry, Mr Bean, Scooby-Doo, The Garfield Show, My Little Pony and The Looney Tunes Show. A companion channel to Cartoon Network, Boomerang is a dynamic and quirky place where girls and boys can be inspired, laugh and play with the whole family. Boomerang’s official website is: www.BoomerangTV.com.au. In Australia, Boomerang is owned and operated by Turner Broadcasting System Asia Pacific, Inc., a Time Warner company. Turner Broadcasting System Asia Pacific, Inc. is the parent company of local affiliate Turner International Australia Pty Ltd.
About Cartoon Network in Australia and New Zealand
Cartoon Network offers the best in original animated entertainment, including the multi-award-winning comedies Uncle Grandpa, Regular Show, The Amazing World of Gumball and Adventure Time, as well as global franchise hit Ben 10. Cartoon Network is seen by 2.3 million households in Australia via Channel 713 on Foxtel, and to almost 800,000 households in New Zealand on Sky TV’s Channel 102.
Cartoon Network manages CartoonNetwork.com.au, a dedicated YouTube channel and a popular Facebook page. Catch-up and live content is also available in Australia via the Foxtel GO mobile app and the IPTV platform Foxtel Play, accessible via Telstra T-Box, Microsoft Xbox, Samsung Connected TV, Blu-ray, Home Theatres and Sony PlayStation systems. Selected video content and games can also be accessed using iTunes and the Cartoon Network Watch and Play app. In New Zealand, SKY GO offers live and catch-up content online.
In both Australia and New Zealand, Cartoon Network is owned and operated by Turner Broadcasting System Asia Pacific, Inc., a Time Warner company. Turner Broadcasting System Asia Pacific, Inc. is the parent company of local affiliate Turner International Australia Pty Ltd.
About Turner Broadcasting System Asia Pacific
Turner Broadcasting System Asia Pacific, Inc. creates and distributes award-winning brands throughout Asia Pacific. Turner runs 45 channels in 13 languages in 38 countries throughout the region, including CNN International, CNNj, CNN, HLN, Cartoon Network, Adult Swim, Cartoonito, Boomerang, POGO, Toonami, WarnerTV, TCM Turner Classic Movies, truTV, WB, MondoTV and TABI Channel. In India, Turner also manages advertising sales and distribution for HBO, and distribution for HBO Defined and HBO Hits HD. Turner Broadcasting System Asia Pacific, Inc. is a Time Warner company.
