Turner Broadcasting is relaunching Boomerang, the global kids brand and companion channel to Cartoon Network, in several key markets in Asia from 1 January 2015.
Boasting a completely refreshed on-air environment, Boomerang will also offer exclusive original content for the very first time, including new episodes of timeless favourites from Warner Bros Studios and premium acquired series.
Boomerang will initially be available in six markets in Southeast Asia, including the Philippines, Cambodia, Indonesia, Hong Kong, Singapore and Myanmar. The channel will be an all-animation network, repositioned with a line-up of household names and contemporary cartoons programmed for both kids and their families.
“Boomerang has returned to Asia and it has never looked so good,” said Turner International India Asia Pacific chief content officer for kids, Mark Eyers. “The channel is powered with premium content from Warner Bros meaning that it will now be the home in Southeast Asia for the likes of Tom and Jerry, Looney Tunes and Scooby-Doo.”
Audiences can also look forward to new series of Tom and Jerry, Be Cool and Scooby-Doo as well as all-new Inspector Gadget and Turbo FAST series and the second installment of Mr. Bean which it acquired from Endemol. Mr. Bean animated series is as quirky and enduring as ever. Its unique non-dialogue brand of funny is symptomatic of Boomerang’s approach to content.
The channel’s new look-and-feel conveys a quality, fun and contemporary position, and redefines the family co-viewing experience. Its programming – with its fresh and familiar series – is intended to bring out the kid in everyone. Plans to roll-out a complementary app for mobile devices that hosts video and gaming content are underway.
In the Philippines, Cambodia, Indonesia, Hong Kong and Myanmar, Turner’s Cartoonito feed will be replaced by Boomerang on 1 January. Turner Broadcasting announced a global re-launch of the channel on 14 October and its new-look went on air in Australia on 3 November 2014.
