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Boomerang is Dead, Long Live Boomerang!

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Turner Broadcasting announced yesterday that they will rebrand its Cartoon Network spin-off channel Boomerang in 2015, changing it from a channel of classic cartoons and Cartoon Network re-runs to a “global all-animation, youth-targeted network.”

According to Turner Broadcasting president Gerhard Zeiler and Cartoon Network president Christina Miller, who made the announcement jointly, Boomerang will continue to air Tom and Jerry, Looney Tunes, The Powerpuff Girls, and Scooby-Doo, but will add newly-acquired contemporary series produced by studios around the world. The network will rebrand its on-air environment with new graphics including this logo, which mimics the style of Cartoon Network’s logo:

boomerang-newlogo

“Boomerang has always been a timeless favorite with multi-generational appeal,” says Miller. “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 new Boomerang was rolled out at the end of last month in Latin America, and will debut in Australia on November 3. Other territories, including the U.S., will see the new network in 2015.

  • Memorian

    I don’t get how this is different from what Boomerang already does? I guess the “but will add newly-acquired contemporary series produced by studios around the world.” part is new.

    • As if we didn’t already had that going on with cable from the beginning. I expect to see Eurotrash toonage come about because of this.

    • Frank Fergus

      Those new shows are going to be complete CRAP, a la Johnny Test, Total Drama Island, etc. Gimme the old shows every time.

      • Jane Lane

        Why doesn’t anyone like Johnny Test? I think it’s great!

  • Good. This was loooong overdue. Not only does the branding look cool, but the updated format sounds like it’ll be everything The Hub wasn’t.

    • juliorabbito

      and it wont have ponies hopefully

      • Inkan1969

        Well, that’ll be a negative for me. :-)

      • BlueBoomPony

        You have no soul. :-P

  • RIP old Boomerang.

    • James VanDam

      It was already long gone.

  • Googamp32

    Now, if they could only spin-off Adult Swim into its own 24 hour network.

    • I don’t know. As much as it intrudes CN, I don’t think parents would like it if it were a network that kids could easily surf to.

      • Siveon

        Kids could easily surf to channels that I would consider to be worse than Adult Swim. Let the parents handle the parenting.

        • Matthew Broussard

          ..said no one who has ever been a parent.

          • Frank Fergus

            I’m a parent and I’m right with you. I’m even a signle Dad, and none of our TVs have channel locks or any of that crap. My son knows what he can watch, and if he wants to watch something with more mature content than standard fare, we watch it together, so he can explain it to me.

      • I say create an uncensored premium channel and give the late-night block less hours.

      • Inkan1969

        IFC, HBO and Showtime are shown 24 hours. Heck, the Playboy Channel is shown 24 hours. If we’ve avoided corrupting mass numbers of children with those broadcast, we can avoid that with a 24 hour Adult Swim.

      • Johnny2071

        What about the early days of MTV and Beavis and Butt-head?

    • I think that’s a great idea! I’ve actually been thinking of that, myself, especially with the new thing for Boomerang, and it not being for Cartoon Cartoon and Hannah Barbera reruns, and everything, I think Adult Swim should be taken off of the main CN channel and made its own channel, and then we can put reruns of things from Hannah Barbera and the original Cartoon Cartoons can be aired to replace the Adult Swim block, that way we can still get our share of the shows we miss and love, and the shows we know and love right now!
      Cartoon Cartoons: Dexter’s Lab, Power Puff Girls, Johnny Bravo, Ed Edd n’ Eddy, Foster’s Home for Imaginary Friends, Courage the Cowardly Dog, Cow and Chicken, Grim Adventures of Billy and Mandy, Codename: Kids Next Door, stuff like that,

      • Aly

        Adult Swim could air anime and their other shows 24 hours. They could air 24 hours of Toonami on Saturdays.

    • WonkaBottleCaps

      I disagree because Adult Swim’s website is the 24 hour Adult Swim television show. Adult Swim needs it’s late night block because the beauty of it is that kids grow up wondering what this special land of TV is after the normal programing. Sometimes they catch glimpses of it, strange shows like Aqua Teen Hunger Force, or perhaps a re-run of Family Guy. They wonder about what this channel is. And when they grow up and their parents let them stay up late, they learn all about this new weird world of shows like Super Jail and Xavier, Renegade Angel. The bumpers because mythical in their simplicity, or extreme depth. Commercials are far and unknown in the programing, only popping up occasionally. This Nirvana of television that kids and young adults discover lead them to become life long fans, or at least, remember it fondly. Long Live Adult Swim and Williams Street’s amazing production that manages to create shows that are memorable or mind bending.
      I was one of those kids, growing up seeing Adult Swim bumpers before being pushed off to bed, wondering what the Boondocks was, wondering when I’ll be old enough to understand Aqua Teen Hunger Force. I am a fan through and through because their content is amazing. Except Tim and Eric. (I respect your show but I just can’t watch it.)

  • COWER

    Here in Latin America Boomerang is a teen-oriented with dumb teen series broadcasted 24 hours. I’m happy :)

    • Fredinandus

      *WAS

  • Bob

    And of course, this while Turner Broadcasting is conducting job cuts.

  • Lt Tna

    As long as they’re airing different Looney Tunes shorts, then I care much honestly.

  • James Fox

    Once again, classic animation has no platform (* outside of piracy)

    • Jane Lane

      As far as HB/Looney Tunes go, aren’t there a lot of them already on DVD?

  • Sverber

    Why do these bears look like one of them is having sex with another?

    • jhalpernkitcat

      It’s actually Huckleberry Hound and Yogi–but yeah–that doesn’t really look right!

    • James VanDam

      Because you have an unbearable dirty mind. *BA DUM TSSSnst *

    • Joel Schlosberg
  • Toonio

    Daaaamn, yet another wise men fixing what is not broken story.

  • jonhanson

    RIP to one of my favorite channels of all time.

    I mean as others have pointed out it’s not a drastic change but I’ll miss the branding, loved how long they’ve stuck with those wind up toys.

  • OMar

    Huh, who knew

  • Gabrielle Willis

    I do miss the old Boomerang.

  • It sounds like to me that Turner does not know what to do with both Cartoon Network and Boomerang. They’re trying to pick at straws, and try to find home runs in every swing. Cartoon Network has lost its identity long time ago, and no one has dared tried to bring the original Cartoon Network back, or respect its roots.

    To have Boomerang revamped and not fully be the channel people came to respect and enjoy (even more than CN right now), you might as well call animation networking dead on cable. Seriously. *drops mic*

    • Jane Lane

      Um… what? I’ve been with CN (almost) since day one. What are these “roots” you speak of? They haven’t been doing much live action outside of movies on the weekends.

      • CN or Cartoon Network? There is a difference between the two?

  • Inkan1969

    It would be neat if those foreign made programming Boomerang plans to import would be quality programming that really should have a US outlet. At least something better than “Puppy in my Pocket”.

    • Arguably there are some hidden gems among the stinkers that get cranked out of Europe and elsewhere these days.

    • Hernandez2014

      Like I said, the Soyuzmultfilm catalog from the Soviet era, as well as vintage animation from Japan, Germany, Czech Republic, UK, and France.

  • Matthew

    WB is pretty aggressive with forcing YouTube users to take down old Looney Tunes and M-G-M cartoons. They’re actually worse than Disney in that respect.

    • NamelessDrake

      They really should release some non-Tom & Jerry and Droopy MGM cartoons onto DVD. It’s sad that they can find time to release 1980s bilge via Warner Archive, but things like “Magical Maestro” and “Who Killed Who?” will apparently make it to DVD only once hell freezes over.

    • Hernandez2014

      Funny how they don’t even take down Fleischer/Famous Popeye cartoons that WB themselves now own (and restored). I think Universal has also taken down some of their vintage animation. Does anybody think that sooner or later much of the MGM one-shot library will go public domain? Some of them (Jerky Turkey, To Spring, Doggone Tired) have already lapsed, but such prints usually omit the MGM lion.

  • J.S

    Here in Latin America, there’s a Premium channel called Tooncast (also owned by Turner) that is basically what the old Boomerang was before the rebranding. It also has the Cartoon Network old bumpers.

    • At least they do that. I’ll give them props for playing the classic promos too, no other cable network would give a darn about what they once did a decade back that’s still in our minds.

  • OdysseyTag

    Would be cool if Turner implemented a segment to showcase indie shorts – kinda like Cartoon Hangover.

    • That would be a nice thought, sort of like what they had with “O Canada” with the NFB material.

  • Pedro Nakama

    Reminds me of MTV2, Disney XD and any other cable channel that lost it’s original goal and had to create a new channel to get it back.

    • It’s been like that for at least 15 years now. All the promises cable TV gave us 30 years ago has since been trampled and destroyed by money, changing demographics and other media avenues that opened up.

  • I hate corporate America.

    • Dusty Ayres

      Then you’ll have to become an executive.

  • And this was an actual toy from way back then!

  • There are many ways to exploit this and they chose to be on the safe side and do nothing.

  • Roberto Severino

    Don’t really know how to feel about this in all honesty. I mean those bumpers were really really getting old and tiring but I haven’t watched the channel in years.

    • I wished they had used the ones Europe had a decade ago that was rather clever.

  • Lord knows we’ve got 80 years of that stuff to catch up on!

  • Still it wouldn’t hurt to try out shows that could be exclusively seen up here this way. I heard they’re doing a new Geronimo Stilton series, we apparently missed out on ever seeing the first series already.

  • Mathieu Leblanc

    Move to Canada James Fox , we have Teletoon Retro over here

    • Dusty Ayres

      Teletoon Retro’s schedule is lacking in any of the more classic cartoons of the 1934,1939, 1943, 1946, and 1950 period mentioned by Hernandez2014 (all that they show is shows that are at best 20-40 years old, plus a lot of old Cancon toons.)

  • Hernandez2014

    Boomerang should have a DC block, with old and new material (when I mean old, I mean 1940’s Fleischer/Famous Superman cartoons, which are “public domain in the hands of WB”).

  • Hernandez2014

    It’s probably the PC police. IMHO, cartoons before 1950 had rich musical scores, lush backgrounds and art styles, fast pacing, and off-the-wall humor. Try watching about 5 cartoons from the years 1934,1939, 1943, 1946, and 1950. You’ll see the difference.

    • Dusty Ayres

      Parents probably don’t wan’t their kid to learn anything nasty from the older cartoons, or be shown anything racist or sexist (many young people in their teen and twenties won’t watch older live action movies from the same eras mentioned by you for that reason.)

    • JodyMorgan

      Yet there are many, many 1940s Looney Tunes that are not “politically incorrect”, but only a half-dozen or so are shown on Boomerang. Why are they willing to reach back for “Yankee Doodle Daffy” and “Back Alley Op-roar”, but not “The Dover Boys” or “The Great Piggy Bank Robbery” or dozens of other classic cartoons?

  • JodyMorgan

    Many of the classic Tom and Jerry cartoons are still frequently shown on CN and Boomerang, with limited or no censorship. Not all of them, sadly (for starters, I don’t think any of the cartoons with “Mammy Two Shoes” are shown at all), but enough that people can see just how good the series was for the first 10 years or so.

  • My only hope is that they still show Foster’s Home for Imaginary Friends which I realize a lot may not be concerned with, but it was a great series that hasn’t really gotten the treatment it deserves, such as a tenth anniversary special or just a full DVD release. I hope that we still show the shows that are being shown, just not as often, as I was getting annoyed with the current line up, but as long as we still get Courage, Dexter’s, PPG, Johnny Bravo, Foster’s, Cow & Chicken, you know, stuff like that, the Cartoon Cartoons, the stuff by what I like to call “The Big Four” Genddy Tartakovsky (Samurai; Dexter’s), Paul Ruddish (collective work on other shows on CN), Craig McCkracken (Foster’s; PPG), and Danny Antonucci (Ed Edd n Eddy). But otherwise, I think that this is a great thing for the channel that we should enjoy!

  • Nathan Clouser

    Meh, I think it’s long overdue for a change, but I wish the schedule had a bit more variety. I hardly watch TV nowadays anyways.

  • Hear, Hear!

  • Old School CN & Boomerang Fans Listen Up If You Wanna Take Back Weekday & Weekend Mornings, Then Sign Up At This Page.

    http://www.thepetitionsite.com/214/308/142/bring-the-funtastic-world-of-hanna-barbera-to-mynetwork-tv/

  • Sophie T

    Monica’s gang *-*

  • Johnny2071

    Well this is pure bullshit! You know, this channel once saved my entire summer, once I finally got it at no additional price, shortly after CN Real revealed its ugly face. Now what the hell am I supposed to watch!? What am I supposed to call my home channel!? Where am I supposed to get the 90’s nostalgia/relevance I so richly deserve!?

    I hate being trapped in the new tens, like a temporal fish out of water with no home to go back to.

  • WAWFUL FRIEZ!

    I’ve come to a conclusion that they hate all 90s kids. This was our safe haven after the original Cartoon Network went sour which for me was around 2002 or 2003. Within the last 10 years it has progressively gotten worse and I’ve noticed myself how they slowly but surely stopped airing cartoons like Teen Titans, Johnny Bravo, Cow and Chicken, Dexters Lab etc. They ruined CN now they’re transitioning those horrible cartoons onto Boomerang now :(

    This isn’t the only channel that went to shit either just look at what Disney and Nickelodeon (Thank God for 90s Are All That) have evolved into.

    This is sad.

  • I was thinking something more under the lines of IFC, but with Adult Swim content 24/7.

  • Joya

    The whole point I watched that channel when I was a kid was for the Hanna-Barbera classics. I mean I expected this happen eventually but I just don’t think this is gonna fair well, at least past our nick jr crowds I mean. This would be a great idea but Boomerang for as long as I’ve known has always been a channel that ,even when provided, it might be in a television package that people don’t want to pay for. So even if you wanted to attract more “family-friendly” audiences that doesn’t mean you’ll get them. And part of the reason it would be included in only certain cable packages and not others is because of it’s contents, it really was the only place you could watch shows like The Flintsones, The Jetsons, Top Cat, and so on. And with some of these younger crowds(I’m in my 20’s) those names hold no meaning since they don’t broadcast on popular channels anymore, even though I was kid I still remember when even back in the early 2000’s Tom and Jerry and The Flintsones specifically aired on channels like ABC, FOX, TBS, and so on in reruns. Then they only aired on TBS, Cartoon Network, and Boomerang (which was still gaining it’s feet, I didn’t come across it until 2004) Then it was just Cartoon Network and Boomerang, before simply airing only on Boomerang with the rest of the classics.

  • Colton River Lacks

    Okay just now i just saw boomerang have a coming up next bumper that says Coming Up Next its a New Teen Titans Go! BOOMERANG IS NOW CARTOON NETWORK!

  • nymeria

    This is the worst thing ever!! Boomerang was suppose to be classic cartoons. This is the only reason I got satellite TV. Now they change it, I don’t like this new crap on boomerang.

  • 90skid

    This pisses me off i miss the old boomerang and i dont think they should be trying to censor and control everything… like someone said his son knows what he can and cant watch…

  • Picoloss

    I was wondering wtf was up with the programming on Boomerang the last few weeks. New logo, garbage lineup like the effing Garfield show, and removal of old Boomerang promo’s/commercials.
    Well RIP Johnny Quest, SWAT Kats, Jetsons, Voltron, Top Cat, Yogi Bear, Samurai Jack, Justice League, Magilla Gorilla and other awesome shows. Those commercials and the “you are now watching Boomerang on Cartoon Network” promo’s were cool too.
    TV is now officially dead.