Business

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:

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“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.