Turner Relaunches Family-Focused Boomerang

Boomerang - P 2013
Courtesy of Turner

The global relaunch will rely on classic cartoons to lure co-viewing families

Turner Broadcasting is focusing on the family.

The company said Tuesday that it will be relaunching its animated Boomerang network with kids and their co-viewing parents as its target. In a bid to appeal to both demos, the net is repositioning itself with a mix of contemporary and classic cartoons, including Tom and Jerry, Looney Tunes and Scooby-Doo, from its vast animation arsenal.

Read more Turner Taps Christina Miller to Lead Adult Swim, Cartoon Network and Boomerang

If all goes as planned, the push will make Boomerang a more formidable global entity, with the rebranded network already available in Latin America. It is set to bow in Australia on Nov. 3 and in the U.S. and other territories early next year. As part of the refresh, Boomerang will serve as the second flagship to the already broadly distributed Cartoon Network and, as previously announced, will sell ads for the first time domestically.

“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," said Turner Broadcasting System International president Gerhard Zeiler in a statement, adding: “This represents a further step in our strategy to build on the success of our international kids' network.”

Added Christina Miller, president and GM of Cartoon Network, Adult Swim and Boomerang: “Boomerang has always been a timeless favorite 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." 

Working in the 14-year-old network's favor is the world's largest animation library from which to draw. The latter consists of Warner Bros., Hanna-Barbera, Cartoon Network and MGM studios television and theatrical shorts, series and specials.

In addition to its on-air presence in more than 250 million homes, Boomerang will also offer a refreshed digital and mobile platform, including a newly refaced website that features games and other exclusive content for its young audience.