Turner Broadcasting is planning a relaunch of its vintage toons cabler Boomerang to focus on drawing family audiences. The channel will also sell advertising for the first time as part of the brand overhaul.
The effort aims to make Boomerang more of a global player than it has been in the past. The new-model Boomerang bowed late last month in Latin America, and will launch in Australia on Nov. 3. The new format will arrive in the U.S. and other territories early next year.
Turner aims to position Boomerang as a “second flagship” channel to Cartoon Network, which has broad worldwide distribution. Turner aims to get more mileage out of the well-known brands in the Turner toon vault, from Scooby Doo to Tom and Jerry to Daffy Duck and Bugs Bunny.
“The re-launch of Boomerang as a second flagship channel is a testament to its global appeal,” said Turner Broadcasting Intl. chief Gerhard Zeiler. “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 kid’s network.”
Boomerang also intends to offer original programming for the first time, although execs did not elaborate in Tuesday’s announcement.
“Boomerang has always been a timeless favorite with multi-generational appeal,” said Christina Miller, prexy-g.m. of Cartoon Network, Adult Swim and Boomerang for the U.S. “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.”