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Boomerang (TV network)

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Boomerang
Logo used since 2015
CountryUnited States
Broadcast areaNationwide
NetworkCartoon Network (1992–2004)
Headquarters
Programming
Language(s)
  • English
  • Spanish (with SAP; a Spanish language simulcast of the channel is also available)
Picture format
Ownership
OwnerWarner Bros. Discovery Networks
ParentThe Cartoon Network, Inc.
Key people
Sister channels
List
History
Launched
  • December 8, 1992; 31 years ago (1992-12-08) (block)
  • April 1, 2000; 24 years ago (2000-04-01) (channel)
  • April 11, 2017; 7 years ago (2017-04-11) (streaming service)
ClosedOctober 3, 2004; 20 years ago (2004-10-03) (block)
September 30, 2024; 58 days ago (2024-09-30) (streaming service)
Former namesBoomerang from Cartoon Network (2000–2015)
Availability
Streaming media
Affiliated Streaming ServiceMax
Internet Protocol televisionDirecTV Stream, Hulu + Live TV, Sling TV

Boomerang is an American cable television network owned by Warner Bros. Discovery U.S. Networks, a subsidiary of Warner Bros. Discovery. It primarily features animated programming from the Warner Bros. Animation library (including Warner Bros. Cartoons and Hanna-Barbera productions among others).

Boomerang debuted in 1992 as a programming block on Cartoon Network, and was originally dedicated to classic animation. The block was eventually spun-off into its own separate network in 2000, and by the late 2000s, began airing more modern and contemporary programming, including reruns of Cartoon Network original series. A 2015 relaunch aimed to promote Boomerang as a "second flagship" brand alongside Cartoon Network, and saw the network produce its own original programming; with a focus on contemporary reboots of franchises such as Looney Tunes and Scooby-Doo. In 2017, as the cable network was losing coverage, Boomerang launched a standalone SVOD over-the-top streaming service, which operated until 2024.

As of November 2023, the Boomerang cable network is available to approximately 26,000,000 pay television households in the United States; down from its 2019 peak of 47,000,000 households.[1]

History

Background and early years

Boomerang logo, 2000–2015

The Turner Broadcasting System had built up an extensive catalogue of MGM and early Warner Bros. cartoons since the 1980s. The library made up much of the extensive children's programming on TBS and TNT, which was phased out after the creation of the Cartoon Network on October 1, 1992. Boomerang was created as a new home for these and similar programming, originating as a programming block on Cartoon Network that launched on December 8, 1992 until October 3, 2004.

With Cartoon Network downplaying its archival programming in favor of newer original series, Turner launched the Boomerang cable channel on April 1, 2000.[2]

Relaunch

On February 4, 2014, as part of the 2014 upfronts, it was announced that Boomerang would become an advertising-supported network, and that there were plans to expand the brand globally.[3][4] In October of that year, a global rebranding was unveiled. The new branding was first launched in Latin America in late September, before arriving in the United States on January 19, 2015. As part of the expansion, Boomerang would introduce original programming for the first time, which would place a particular focus on the most well-known franchises from the Warner archives with an explicitly family-friendly approach. Turner executives described the changes as being an effort to grow Boomerang into a "second flagship" on par with the Cartoon Network.[5][6][7]

On March 7, 2017, Boomerang announced the launch of its branded SVOD streaming service.[8] The service would feature 5000+ titles from Hanna-Barbera and Warner Bros, as well as exclusive original programming.[9] The SVOD launched on April 11, 2017, and was available for either for $4.99 per month or $39.99 annually. New episodes and content were planned to be added to the service on a weekly basis.[10]

On November 13, 2018, Boomerang launched a channel on the VRV streaming service.[11] That same year, the 3rd Annual Shorty Social Good Awards nominated Boomerang and the Captain Planet Foundation for Best in Entertainment.[12][13]

In August 2024, Warner Bros. Discovery announced it would be shutting down the standalone Boomerang service on September 30. Select content from the app moved to the Max streaming service and remaining Boomerang subscribers were converted to the app's ad-free plan.[14]

Programming

Main article: List of programs broadcast by Boomerang

Boomerang's cable network currently airs a mix of classic cartoons and contemporary re-imaginings of franchises from the Warner Bros. animation library,[15] as well as reruns (and, on occasion, premieres and finales) of programming aired on Cartoon Network. It has also been used to burn off programs from Cartoon Network. As part of its 2015 relaunch, Boomerang previously produced its own original programs, including Wabbit (later re-titled New Looney Tunes for its second season), Be Cool, Scooby-Doo!, and an animated adaptation of Bunnicula.[16]

Availability

Main article: The Cartoon Network, Inc. § Boomerang

Boomerang-branded networks and blocks have been launched globally. As part of the brand's 2015 relaunch, these branches were initially aligned as family co-viewing networks.[17] Beginning in 2021, several of these outlets were re-aligned under the preschool-oriented Cartoonito brand (which would have its own relaunch that year).[18]

See also

References

  1. ^ "U.S. cable network households (universe), 1990 – 2023". wrestlenomics.com. May 14, 2024. Retrieved May 15, 2024.
  2. ^ KING, SUSAN (April 1, 2000). "Hanna-Barbera Cartoons Return on New Boomerang". Los Angeles Times. ISSN 0458-3035. Archived from the original on May 11, 2011. Retrieved July 28, 2017.
  3. ^ Theilman, Sam (February 4, 2014). "Adult Swim Adds a Prime-Time Hour Edgy net will start at 8 p.m. instead of 9". AdWeek. Retrieved February 4, 2014.
  4. ^ "Turner expanding Cartoon Network, Adult Swim, Boomerang offerings - SaportaReport". SaportaReport. February 4, 2014. Archived from the original on March 29, 2014. Retrieved July 28, 2017.
  5. ^ Littleton, Cynthia (October 14, 2014). "Turner Sets Global Relaunch of Boomerang to Focus on Family Viewing". Variety. Retrieved October 14, 2014.
  6. ^ Andreeva, Nellie (October 14, 2014). "Turner Broadcasting's Boomerang Toon Channel Getting Revamp, Relaunch". Deadline. Retrieved September 11, 2019.
  7. ^ "Turner Relaunches Family-Focused Boomerang". The Hollywood Reporter. October 14, 2014. Retrieved September 11, 2019.
  8. ^ Spangler, Todd (March 7, 2017). "Turner, Warner Bros. to Launch Boomerang Cartoon Streaming-Subscription Service for $5 Monthly". Variety. Archived from the original on November 14, 2017. Retrieved November 10, 2017.
  9. ^ Spangler, Todd (March 7, 2017). "Turner, Warner Bros. to Launch Boomerang Cartoon Streaming-Subscription Service for $5 Monthly". Variety. Archived from the original on November 14, 2017. Retrieved July 28, 2017.
  10. ^ Spangler, Todd (March 7, 2017). "Turner, Warner Bros. to Launch Boomerang Cartoon Streaming-Subscription Service for $5 Monthly". Variety. Archived from the original on November 14, 2017. Retrieved November 10, 2017.
  11. ^ About Jude Terror (November 13, 2018). "Classic Cartoons Come to VRV Streaming Service on New Boomerang Channel". Bleedingcool.com. Retrieved March 5, 2019.
  12. ^ "3rd Annual Shorty Social Good Awards Finalists". shortyawards.com.
  13. ^ "The Power Is Yours! Stream to Save the Planet - The Shorty Awards". shortyawards.com.
  14. ^ Amidi, Amid (August 2, 2024). "Warner Bros. Discovery Is Shutting Down Its Classic Cartoon Streaming Platform Boomerang". Cartoon Brew. Retrieved August 2, 2024.
  15. ^ Boomerang - TV Listings Guide; On TV Tonight, retrieved June 1, 2024
  16. ^ Petski, Denise (June 29, 2015). "Turner Broadcasting & Warner Bros Ink Global Multi-Series Deal For Boomerang". Deadline. Retrieved July 28, 2017.
  17. ^ "Turner Rebrands Boomerang Globally". Turner. Retrieved July 28, 2017.
  18. ^ "WarnerMedia Kids & Family to Debut Cartoonito, New Preschool Programming Block Based on Humancentric Learning to Launch this Fall on Cartoon Network and HBO Max" (Press release). WarnerMedia. February 17, 2021. Archived from the original on November 23, 2021. Retrieved February 25, 2021.
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