Search form

Boomerang Bounces Back to Asia

Turner’s second flagship kids brand returns to the region, complete with new look and first-run content.

Boomerang, the global kids brand and companion channel to Cartoon Network, will relaunch in several key markets in Asia from January 1, 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.

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 will be initially be available in six markets in Southeast Asia, including the Philippines, Cambodia, Indonesia, Hong Kong, Singapore and Myanmar.

“Boomerang has returned to Asia and it has never looked so good,” said Mark Eyers, Chief Content Officer, Kids, Turner International Asia Pacific. “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.

“The re-launch is a global initiative with a commitment to acquire the world’s very best animation, and we’ll be one of the first regions to unveil the new-look brand. Right from the start, we’ll be airing the all-new Inspector Gadget and Turbo FAST series. In April, we’re very excited to debut the long awaited and truly family favourite -- the incomparable Mr Bean -- in a spectacular new animated season,” he added. Audiences can also look forward to new series of Tom and Jerry, and Be Cool, Scooby-Doo!.

Acquired from Endemol by Turner throughout Asia Pacific, Latin America and EMEA in April 2014, the second instalment of 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 January 1, 2015. Turner Broadcasting announced a global re-launch of the channel on October 14 and its new-look went on air in Australia on November 3, 2014.

Source: Turner Broadcasting System

Jennifer Wolfe's picture

Formerly Editor-in-Chief of Animation World Network, Jennifer Wolfe has worked in the Media & Entertainment industry as a writer and PR professional since 2003.