Boomerang (TV channel)

Boomerang
Launched Cartoon Network programming block:
December 8, 1992 (1992-12-08)
Standalone network:
April 1, 2000 (2000-04-01)
Owned by Turner Broadcasting System
(Time Warner)
Picture format 480i (SDTV)
Country United States
Language English
Spanish (with SAP; a Spanish language simulcast of the channel is also available)
Broadcast area Nationwide
Headquarters Atlanta, Georgia (primary)
Los Angeles, California (secondary)
Formerly called Boomerang from Cartoon Network (2000–15)
Sister channel(s) Cartoon Network
Adult Swim
TNT
TBS
Turner Classic Movies
Timeshift service Boomerang +1 (Europe only)
Website boomeranggo.com
Availability
Satellite
DirecTV Channel 298
Channel 1298 (VOD)
Dish Network Channel 175
C-Band AMC-11 – Channel 69 (4DTV Digital)
AMC-18 – Channel 10 (H2H 4DTV)
Cable
Available on most cable providers Check local listings for channel number
IPTV
AT&T U-verse Channel 327
Channel 3053 (Spanish feed)
Verizon FiOS Channel 258
Channel 1724 (Spanish feed)
Streaming media
Sling TV Internet Protocol television

Boomerang is an American digital cable and satellite television channel that is owned by the Turner Broadcasting System subsidiary of Time Warner. Originating as a spinoff of Cartoon Network (which originated Boomerang as a programming block in 1992), Boomerang specializes in a blend of classic and contemporary animated programming from Time Warner's extensive archives with a family-friendly approach, including Looney Tunes, Tom and Jerry, and Scooby-Doo, along with repeats of shows still in production on Cartoon Network like Sonic Boom and Teen Titans Go!.

As of February 2015, approximately 43.6 million households (37.5% of those with television) receive the channel.[1]

History

Much of the programming that made up the core of Boomerang's lineup was originally part of TBS's Disaster Area, a block of children's programming that aired on that network from 1997 to 1999. Boomerang had originated a programming block airing on Cartoon Network that debuted on December 8, 1992. It was aimed towards the generation of baby boomers, and was similar to the Vault Disney nostalgia block that would debut five years later on the Disney Channel. It originally aired for four hours every weekend, but the block's start time had changed frequently. The Saturday block moved to Saturday afternoons, then back to the early morning, and the Sunday block moved to Sunday evenings. Eventually, Boomerang was shortened by an hour, reducing it from four hours to three each weekend. Turner Broadcasting System eventually converted Boomerang into a standalone cable channel that debuted on April 1, 2000.[2] The Cartoon Network programming block was reformatted to air cartoons in production during a certain year (The Flintstones and Top Cat for 1961, The Perils of Penelope Pitstop and Scooby-Doo for 1969, et al.). The block was often simulcast with the Boomerang channel on Saturday mornings until 2004. The Boomerang channel initially carried a looping programming format that rotated each week.

Once Boomerang launched as its own channel, on-air promotions for the channel aired at the end of every program within the Cartoon Network block, in attempt to increase visibility for Boomerang. In October 2004, all of the older programming on Cartoon Network, including Looney Tunes, Baby Looney Tunes, and shows from Hanna-Barbera migrated to Boomerang. On October 2 and 3, 2004, nearly four months after the relaunch of Cartoon Network, the Boomerang programming block was replaced with the then-debuting Adult Swim. Boomerang consisted with an everyday lineup of older reruns of classic anthology series such as The Popeye Show, Tom and Jerry, The Bob Clampett Show, ToonHeads and programs formerly seen on Boomerang such as Super Globetrotters. Looney Tunes aired on Cartoon Network for the last time officially on those dates, and would not return to that network until March 14, 2011, when Cartoon Network added two hour-long blocks of Looney Tunes shorts in a run-up to the debut of The Looney Tunes Show.

Boomerang originated as a commercial-free channel, being financed solely by subscription fees and product tie-ins. In order to fill out a half-hour block (Boomerang programming follows a strict half-hour scheduling format), breaks between programs featured promotions for Cartoon Network and/or Boomerang programming (in the latter's case, most of the bumpers are several years old), occasional advertising for DVD products from Warner Home Video, various animated shorts, and eventually public service announcements for Cartoon Network's "Stop Bullying: Speak Up" initiative. Advertising time for cable and satellite providers is leased to some providers such as Dish Network, through insertion by those providers.

During its looping format, which lasted through December 26, 2004, its broadcast day began at 8 a.m. (Eastern Time), with programming being repeated three times a day in eight-hour blocks. Monday through Thursdays featured a variety of half-hour and hour-long animated series; "monthly feature" cartoons were shown all day on Fridays, in which one cartoon was featured for each Friday of a given month for 24 consecutive hours. On January 1, 2005, this block became known as "monthly character of the month", and began to air on weekends from 2 to 4 p.m. Eastern (the block was eventually named "Boomeroyalty" in March 2007, which ran until the fall of 2012). On Saturdays, cartoons from a select calendar year were broadcast. Boomerang's promotional slogan, It's All Coming Back to You, used on the channel itself, was one of nostalgia that accurately reflected its programming of the time (in promotions on Boomerang and especially Cartoon Network, the channel is referred to as "Boomerang from Cartoon Network"); actor and television host John O'Hurley has served as continuity announcer for most of the channel's promotions. In September 2008, Cartoon Network began to feature increased promotion for Boomerang, including two promos that aired on January 1, 2009. Between intermissions, Boomerang would air a bumper, followed by two advertisements (one for either Dish Network or DirecTV, depending on the provider, followed by a regular commercial, a classic short and a "Wedgie," a series of original animated shorts that originally aired on Cartoon Network).

For many years, Boomerang generally did not show live action series, with the exception of The Banana Splits, which had a semi-regular place on the channel's schedule through approximately 2011, and the Cartoon Network game show Hole in the Wall, which aired intermittently from 2010 to 2011. However, in October 2011, the channel acquired the cable rights to the 1960s live-action series The Munsters and The Addams Family (1964 version) and airing the two sitcoms in prime time, before being removed from the schedule after Halloween (both series returned to the Boomerang lineup in October 2012 and 2013). Because most of the channel's content consisted of archived television programs produced before the advent of high-definition television, Boomerang does not currently maintain a high definition simulcast feed.

On February 4, 2014, as part of the company's 2014 upfronts, Turner Broadcasting announced that Boomerang would become advertising-supported, and seek additional international distribution.[3][4]

On January 19, 2015, the U.S. version of Boomerang was relaunched as part of a global rebranding effort and will offer original programming for the first time; the relaunched channel will continue to emphasize its archival programming but with a greatly increased emphasis on the archive's most popular brands and an explicitly family-friendly approach, in the hopes that Boomerang can become a "second flagship" on par with the main Cartoon Network channel.[5]

Cable and satellite availability

Boomerang is carried on most cable and telco providers, along with both satellite services; tiering of the channel varies by service, with some services offering it as a basic service or as a higher-tier offering. A few providers do not carry the linear channel, instead only offering the network's video on demand service bundled with Cartoon Network. The network is offered exclusively in standard definition, with no current plans for a high definition simulcast.

Programming

Historically, Boomerang avoided overt channel drift and, despite adding newer content to its library, continued to air programming from the breadth of its archives. As of spring 2014, however, most of its archival programming has been relegated to graveyard slots while the daytime schedule has increasingly been dominated by programming from the 1990s and later. Tom and Jerry, Looney Tunes, Scooby-Doo, and The Garfield Show have permanent places on the schedule as of August 2015; a few shows, such as The Flintstones, Pokémon, Foster's Home for Imaginary Friends, Courage the Cowardly Dog, Chowder, and The Smurfs are usually on the schedule but are periodically taken off the schedule for brief periods, or have their slots on the schedule shuffled around. Most other programs aired by Boomerang stay on the schedule for several weeks, then are rotated out and replaced by other programs.

Not all of the Time Warner animation library is currently available to Boomerang. A portion of the library that includes the WB-produced animated series from the 1990s that were produced in collaboration with Steven Spielberg (including Tiny Toon Adventures and most of Animaniacs), and most properties involving Batman and Superman (including the DC Animated Universe), is put out for license to other networks; those properties most recently aired on the Hub Network from late 2012 until that network's demise in October 2014. Boomerang also occasionally licenses programming from other distributors, such as The Rocky and Bullwinkle Show, which rejoined the lineup for a short run in August and September 2013. The Looney Tunes and Merrie Melodies cartoon shorts, which were dropped by Boomerang since 2007, returned to the schedule on October 5, 2013.

Although Boomerang's programming philosophy was originally intended to showcase classic cartoons, it started to add some newer shows in recent years. On January 1, 2012, the channel began airing episodes of Puppy in My Pocket: Adventures in Pocketville, which ended in February 2013. On November 17 and 24, 2012, Boomerang aired new episodes of Ben 10: Omniverse, before their telecast on sister channel Cartoon Network. Boomerang reintroduced the "Wedgies" series of animated shorts (which air in-between shows) in 2013. Boomerang also began airing Teen Titans Go! and The Amazing World of Gumball on December 1, 2014, alongside their airings on Cartoon Network. Numb Chucks was picked up by Boomerang for first-run broadcast in the United States on January 10, 2015, after initially having been announced for Cartoon Network.[6] On June 28, 2015, it was announced that Boomerang would receive original programs such as Wabbit, Be Cool, Scooby-Doo!, and an animated adaptation of Bunnicula.[7]

Programming blocks

Because of Boomerang's fluid schedule, programming blocks will air for a few months, then be removed from the schedule, only to be added again a few months later.

Current

Seasonal programming blocks

Former blocks

Other services

Boomerang On Demand

Boomerang On Demand is the channel's video-on-demand service, offering select episodes of the channel's archived programming, along with select archived Cartoon Network original programs. Launched in 2005, it is available on select digital cable, satellite and IPTV providers. In April 2013, Boomerang On Demand began to separate program content by "theme" (for example, in observance of Mother's Day, the service featured episodes of The Flintstones and Dexter's Laboratory featuring the characters of Dexter's mom and Wilma Flintstone).

International

Boomerang, originally established as a cable channel in the United States, has expanded worldwide. Each of these networks will be aligned globally in 2015 under one unified branding to reflect a family co-viewing network.[12]

Australia

An Australian version of Boomerang was launched in March 2004 as part of the launch of Foxtel's digital service, with a lineup very similar to that of the U.K. version. It began as a four-hour block of programs in 2001, when the Australian version of Cartoon Network began broadcasting on a 24-hour schedule. It previously used the logo and break format of the flagship American service. However, in November 2007, the channel revamped both its logo and promotions as well as its website, boomerangtvshow.com. However, it uses the same bumpers for as the U.S. channel. On December 1, 2012, the channel introduced a new on-air look with the same logo and appearance as the European channels. On November 3, 2014, the channel changed its logo to the logo seen in Latin America.[13]

Europe, Middle East and Africa and Central and Eastern Europe

Boomerang Europe, Middle East and Africa launched on June 5, 2005, originally broadcasting in Eastern Europe (in English), Poland (in Polish) and Hungary (only selected shows in Hungarian); it features mainly former Cartoon Network and Hanna-Barbera programmes.

In October 2010, the channel started to broadcast select shows in Romanian. On October 12, 2011, the Central and Eastern Europe feed was separated from Europe, Middle East and Africa; as a result, the former maintains its own schedule and promos in Hungarian and Romanian language as well as the preschool-targeted block Cartoonito, which was added to both feeds at the same time.

In February 2012, the channel began accepting commercial advertising outside of Poland, whose feed also accepts traditional advertising. From March 2012, Boomerang got a new look. In July 2013, the channel started to air select shows in Russian, in preparation for a possible launch of a separate feed for Russia.[14]

In October 2013, a Russian feed was also added to the channel, thus making it to be broadcast now in four languages. In January 2014, the Cartoonito brand name was gone from the both CEE and EMEA channels, thus making those shows identifiable as Boomerang shows and the Boomerang next bumpers were rebranded. Starting from July 2014, Russia banned the ads from the network making the channel broadcasting no ads.

The channel adopted a new global look on February 2, 2015.[15][16]

France

Main article: Boomerang (France)

The network rebranded on January 3, 2015.[17]

Germany

Main article: Boomerang (Germany)

Boomerang launched in Germany in June 2006; it is available on Kabel Deutschland, Kabel BW and Unity Media. The network adopted the new branding on February 16, 2015.[18]

Italy

Main article: Boomerang (Italy)

The channel adopted a new look on February 2, 2015.[19]

Latin America and Brazil

Boomerang Latin America started July 2, 2001 with a schedule comprising classic animated series. This lasted from 2001 to 2006. However, on April 3, 2006, the channel was relaunched as a channel for general audience and mixed cartoons with live-action series and movies on its programming. In October 2008, the animated series broadcast on the channel were removed from the schedule, changing the main focus of the channel to a teen-oriented programming, which consisted in live-action shows, movies and music videoclips. Nevertheless, on April 1, 2014 Boomerang suddenly changed again its teen-oriented programing to a cartoon-oriented one with new animated series and former cartoons from Cartoon Network, with live-action after midnight. On September 28, 2014, it got a new image from the International rebranding of the channel, and also, it was the first Boomerang network in the world, that adopted the new look.[20][21]

Netherlands & Flanders

It launched in the Netherlands on October 10, 2005. At first in English with Dutch subtitles. Since 2014 the channel is bilingual with optional Dutch or English audio. A Dutch feed and a new logo launched on February 2, 2015.[22]

Others

Since 2005, Boomerang is also available via digital cable and satellite in the Netherlands and Belgium. In the Middle East, North Africa and the Levant territories, it broadcasts via satellite on the OSN. In Sub-Saharan Africa, Boomerang is available on MultiChoice's DStv. The channel rebranded on January 14, 2015.[23]

Portugal

Main article: Boomerang (Portugal)

Boomerang is a Portuguese digital cable and satellite television channel launched on April 21, 2015[24] and owned by Turner Broadcasting System Europe (a semi-autonomous unit of Time Warner). Currently, is only available in Angola and Mozambique and is expected to launch in Portugal soon.

Scandinavia

Main article: Boomerang (Nordic)

In late 2005, Turner Broadcasting announced its intention to launch several new channels in the Nordic region (to join its then-current channels Turner Classic Movies, Cartoon Network and CNN International). One of the planned new channels was Boomerang, for which Turner applied for a broadcast license to operate on Swedish digital terrestrial television in the fall of 2005.

Southeast Asia

The Southeast Asian version of Boomerang was launched on September 1, 2005. It began as a 90-minute block of programs in 2001, when the Asian version of Cartoon Network began broadcasting on a 24-hour schedule. It previously used the American logo and style of commercial breaks. It previously used the logo and break format of the flagship American service. However, in November 2007, the channel revamped both its logo and promotions. In December 2012, the channel was replaced by Toonami. Boomerang, however, returned to Asia on January 1, 2015,[25] replacing Cartoonito.

This channel is available in Hong Kong, the selected ASEAN member neighbor countries and Sri Lanka. The 24-hour channel in India was only available on Dish TV exclusively along with Turner Classic Movies until March 2, 2009. It is currently only available on IN Digital Cable from the Hinduja Group in Mumbai and the National Capital Region. In Pakistan, it ran as a two-hour block but was replaced with Pogo due to poor ratings. In Indonesia, it is available on Indovision, Aora TV and TelkomVision.

Spain

Main article: Boomerang (Spain)

Boomerang launched a Spanish version of the channel in 2004. It was available on the Digital+ digital platform and on the Auna cable platform. It was introduced as a part of Cartoon Network's schedule on weekend afternoons.

The channel's programming strongly resembled that of the UK version. It relied heavily in older Warner Bros., MGM, and Hanna-Barbera cartoons, but it also included fairly recent programmes featuring older characters, like Baby Looney Tunes and Duck Dodgers. It also featured other classic cartoons, like the Japanese Heidi and the Spanish La vuelta al mundo de Willy Fog (Around the World with Willy Fog).

On September 1, 2011, it was replaced by Cartoonito, which itself ceased operations on June 30, 2013, along with the Spanish version of Cartoon Network.

Thailand

The Thailand version of Boomerang was launched on August 14, 2013.

United Kingdom & Ireland

Boomerang launched in the Republic of Ireland and the United Kingdom on May 27, 2000. It broadcasts 24 hours a day on Sky, Virgin Media, TalkTalk TV and Chorus Digital. This version of the channel also features other animated series such as Mr. Bean and Gadget Boy. In late July 2007, Boomerang UK started carrying live-action programs, including those exclusive to the channel such as My Spy Family. The network rebranded on February 16, 2015.[26]

References

  1. ↑ Seidman, Robert (February 22, 2015). "List of how many homes each cable network is in as of February 2015". TV by the Numbers. Zap2it. Retrieved February 24, 2015.
  2. ↑ King, Susan (April 1, 2000). "Hanna-Barbera Cartoons Return on New Boomerang". Los Angeles Times. Retrieved August 31, 2010.
  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, February 4, 2014.
  5. ↑ Littleton, Cynthia (October 14, 2014). "Turner Sets Global Relaunch of Boomerang to Focus on Family Viewing". Variety. Retrieved October 14, 2014.
  6. ↑ http://tvschedule.zap2it.com/tvlistings/ZCSGrid.do?fromTimeInMillis=1420520400000&stnNum=21883&channel=175&sgt=grid&aid=tvschedule
  7. ↑ [Turner Broadcasting & Warner Bros Ink Global Multi-Series Deal For Boomerang https://deadline.com/2015/06/turner-broadcasting-warner-bros-ink-global-multi-series-deal-boomerang-animation-1201461361/
  8. ↑ "Boomerang TV Schedule - LocateTV". LocateTV. Retrieved 20 May 2015.
  9. ↑ "Boomerang TV Schedule - LocateTV". LocateTV. Retrieved 15 July 2015.
  10. ↑ "Boomerang Schedule, December 2002 (Archive)". Cartoon Network.
  11. ↑ "Wally Gator Open (Boomerang Zoo Europe)". YouTube.
  12. ↑ http://news.turner.com/article_display.cfm?article_id=6623
  13. ↑ "TURNER REBRANDS BOOMERANG GLOBALLY". Turner Broadcasting System (Press release). Hong Kong. October 14, 2014. Retrieved March 16, 2015.
  14. ↑ http://boomerangeurope.blogspot.ro/2013/07/boomerang-cee-starts-broadcasting-in_30.html
  15. ↑ "Boomerang przechodzi globalny rebranding". Astanet (in Polish). Retrieved March 16, 2015.
  16. ↑ "Turner relansează Boomerang începând cu 2 februarie (VIDEO)". Animation Magazine (in Romanian). January 31, 2015. Retrieved March 16, 2015.
  17. ↑ Boomerang (December 16, 2014). Découvrez le nouveau Boomerang à partir du 3 janvier 2015! (in French). Retrieved March 16, 2015.
  18. ↑ "TOM UND JERRY, BUGS BUNNY & CO.: STARS UND DIE GRÖSSTEN CARTOON-HELDEN VON BOOMERANG UND CARTOON NETWORK IN MÜNCHE". Turner Deutschland (in German). Retrieved March 16, 2015.
  19. ↑ "BOOMERANG, DAL 2 FEBBRAIO IL REBRANDING CON NUOVI IMMAGINE E CONTENUTI". Pubblicità (in Italian). January 30, 2015. Retrieved March 16, 2015.
  20. ↑ Rosales, Johel (September 27, 2014). "Recordatorio: Boomerang estrena especial para la llegada de su rebrand". ANMTV (in Spanish). Retrieved March 16, 2015.
  21. ↑ Sousa, Matheus (September 27, 2014). "Boomerang lança sua nova identidade visual". ANMTV (in Portuguese) (UOL). Retrieved March 16, 2015.
  22. ↑ "Nieuw logo voor Boomerang". Broadcast Magazine (in Dutch). February 1, 2015. Retrieved March 16, 2015.
  23. ↑ "Turner Broadcasting announces rebranding of Boomerang". Media Update. January 15, 2015. Retrieved March 16, 2015.
  24. ↑ "The Latest on New Shows, Channel Launches and More | DStv | Boomerang chega à DStv!". dstv.com. Retrieved 28 April 2015.
  25. ↑ Franks, Nico (December 9, 2014). "Turner throws Boomerang into Asia". C21Media. Retrieved January 20, 2015.
  26. ↑ Cartoon Network UK (January 15, 2015). "Hi, yes, this is 16th February :)". Twitter. Retrieved March 16, 2015.

See also

External links

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