Boomerang (TV Network) - Wikipedia

American cable television channel Television channel Boomerang
Logo used since January 19, 2015
CountryUnited States
Broadcast areaNationwide
NetworkCartoon Network (1992–2004)
Headquarters
  • Atlanta, Georgia, U.S.
Programming
Languages
  • English
  • Spanish (with SAP; a Spanish language simulcast of the channel is also available)
Picture format
  • 720p HDTV(downscaled to letterboxed 480i for the SDTV feed)
Ownership
OwnerWarner Bros. Discovery Networks
Key people
  • Michael Ouweleen (president, The Cartoon Network, Inc.)
Sister channels List
    • Adult Swim
    • Cartoon Network
    • Cartoonito
    • American Heroes Channel
    • Animal Planet
    • Cinemax
    • CNN
    • Cooking Channel
    • The CW
    • Destination America
    • Discovery Channel
    • Discovery Familia
    • Discovery Family
    • Discovery Life
    • Food Network
    • HBO
    • HGTV
    • Investigation Discovery
    • Magnolia Network
    • Oprah Winfrey Network
    • Science Channel
    • TBS
    • TLC
    • TNT
    • Travel Channel
    • TruTV
    • Turner Classic Movies
History
Launched
  • December 8, 1992; 33 years ago (1992-12-08) (block)
  • April 1, 2000; 25 years ago (2000-04-01) (channel)
  • April 11, 2017; 8 years ago (2017-04-11) (streaming service)
ClosedOctober 3, 2004; 21 years ago (2004-10-03) (block) September 30, 2024; 14 months ago (2024-09-30) (streaming service)
Former namesBoomerang from Cartoon Network (2000–2015)
Availability
Streaming media
Internet Protocol televisionDirecTV Stream, Hulu + Live TV, Sling TV

Boomerang is an American cable television network owned by the Global Linear Networks division of Warner Bros. Discovery. The network primarily broadcasts 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 dedicated to classic animation. The block eventually spun-off into its own separate network in 2000 due to channel drift, 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 lost coverage, Boomerang launched a standalone SVOD over-the-top streaming service, which operated until 2024.

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

History

Background and early years

Former Boomerang logo, used from April 1, 2000, to January 19, 2015.

Turner Broadcasting had built up an extensive catalogue of classic animation throughout the 1980s and beyond, most notably from Ted Turner's short-lived acquisition of Metro-Goldwyn-Mayer in 1986 and its acquisition of Hanna-Barbera Productions in 1991. This library – consisting of Hanna-Barbera cartoons originally produced for Saturday mornings, theatrical Warner Bros. (pre-1948) and MGM cartoons, and the Paramount-produced Popeye the Sailor shorts – was first showcased in dedicated children's programming blocks on TBS and TNT, before migrating to Cartoon Network upon its launch in October 1992.

Two months later, on December 8, Cartoon Network introduced a programming block known as Boomerang. The name carried a double meaning, referring to its purpose as a showcase for older, lesser-known Hanna-Barbera series, as well as the block's target audience of baby boomers, who grew up watching said series during the 1960s and 1970s. Each week, the Boomerang block devoted its lineup to cartoons produced during and prior to a certain year (e.g., 1969 featuring series such as Scooby-Doo, Where Are You! and Dastardly and Muttley in Their Flying Machines).

Eventually, following shifts in scheduling for the block and Cartoon Network's increased investments in original programming, Turner launched a standalone Boomerang channel on April 1, 2000.[2] The Cartoon Network block continued to air until October 3, 2004, by which point all remaining classic cartoons (save for Tom and Jerry and various Scooby-Doo series) migrated to the Boomerang channel.

From Boomerang's launch until January 17, 2005, the channel ran its programming in eight-hour blocks that repeated three times a day starting at 8:00 a.m. Eastern Time. Mondays through Thursdays featured regular half-hour and hour-long series, Fridays were dedicated to 24-hour "monthly marathons" of a particular character (a format later reused for the Boomeroyalty block introduced in 2007, by which point it shifted to airing weekends from 2:00 to 4:00 p.m. Eastern Time), Saturdays continued to air cartoons from a certain calendar year, and Sundays were devoted to action-adventure cartoons under the Boomeraction banner.

Relaunch

On February 4, 2014, during Turner's upfront presentations, it was announced that Boomerang would become an advertising-supported network, and that there were plans to realign the brand globally across its international feeds.[3][4] A new branding style was introduced in late September for Latin America, before arriving in the United States on January 19, 2015. As part of the relaunch, Boomerang would introduce original programming for the first time, particularly focusing on the most well-known franchises from the Warner archives, while reformatting its schedule with family co-viewing in mind. Turner executives described the changes as 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 a branded SVOD streaming service,[8] featuring over 5,000 titles from Hanna-Barbera and Warner Bros. as well as exclusive original programming.[9] The service 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 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 occasional simulcasts 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 aired original programs from Warner Bros. Animation, including New Looney Tunes (originally titled Wabbit), Be Cool, Scooby-Doo!, and an animated adaptation of Bunnicula.[16]

Programming history

Boomerang avoided channel drift for much of its existence due to its existence stemming from Cartoon Network's own channel drift, continuing to emphasize programs from the breadth of the Warner Bros. archives while adding newer content to its library over the years. By June 2014, however, most archival series had been relegated to graveyard slots while the daytime schedule became dominated by series produced from the 1990s onward. Since then, this policy has undergone several changes; first placing greater emphasis on shows from the 2010s starting in April 2017, then intermittently bringing older Cartoon Network series back to the schedule between 2018 and 2024, and finally reinstating classic cartoons to the daytime schedule in 2023. Various entries in the Tom and Jerry, Looney Tunes, and Scooby-Doo franchises have maintained a consistent presence on the schedule since the 2015 rebrand, while previous mainstays such as The Flintstones, The Jetsons, and The Smurfs have periodically rejoined, only to be removed from rotation later on.

Not all of the Warner animation library is exclusive to Boomerang. Sister network Discovery Family, during its era as the separately-owned Hub Network, has broadcast portions of the catalog that includes series produced in collaboration with Steven Spielberg's Amblin Entertainment (such as Tiny Toon Adventures and Animaniacs) and most works involving Batman and Superman (such as the DC Animated Universe), and has expanded the number of Warner offerings on its lineup following the formation of Warner Bros. Discovery in 2022. In addition, Warner's collection of Christmas specials (including the latter half of the Rankin/Bass library) is licensed to AMC's Best Christmas Ever block as of 2018, after previously airing on Freeform and its predecessors for nearly 20 years as part of the 25 Days of Christmas block. In 2019, former Boomerang mainstay The Flintstones was licensed out to Weigel Broadcasting's MeTV, which later introduced weekday and Saturday morning blocks featuring Warner content (including Looney Tunes/Merrie Melodies, Popeye, and MGM shorts) in 2021,[17] and partnered with Warner Bros. Discovery to launch spin-off station MeTV Toons in 2024.[18] Boomerang itself occasionally licenses programming from other distributors, such as The Rocky and Bullwinkle Show and Garfield and Friends.

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.[19] Beginning in 2021, several of these outlets were re-aligned under the preschool-oriented Cartoonito brand (which would have its own relaunch that year).[20]

See also

  • Cartoon Network portal
  • iconAnimation portal
  • iconTelevision portal
  • Cartoonito
  • Tooncast
  • Pogo

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. ^ Miller, Mark (October 19, 2020). "MeTV Launching 'Toon In With Me' Hosted Morning Cartoon Show In 2021". TV News Check. Archived from the original on August 20, 2022. Retrieved October 19, 2020.
  18. ^ Keys, Matthew (May 1, 2024). "Weigel launching MeTV Toons with classic cartoons on broadcast, streaming platforms". The Desk. Retrieved June 12, 2024.
  19. ^ "Turner Rebrands Boomerang Globally". Turner. Retrieved July 28, 2017.
  20. ^ "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.
  • v
  • t
  • e
Boomerang original programming
USA Originals
  • Boomerang-A-Long (2000–2015)
  • Bunnicula (2016–2018)
  • Dorothy and the Wizard of Oz (2017–2020)
  • Retromercials (2000–2014)
  • Scooby-Doo and Guess Who? (2019–2021)
  • Wacky Races (2017–2019)
  • Yabba Dabba Dinosaurs (2020, outside the USA)
Shared programs
  • Be Cool, Scooby-Doo! (2015–2018)
  • Duck Dodgers (2005)
  • New Looney Tunes (2015–2020)
  • The Tom and Jerry Show (2016–2021)
International co-productions
  • As Aventuras de Gui & Estopa (2014–2021)
  • Boombox All Access (2007–2013)
  • Boomerang Tales (2013)
  • Care Bears: Unlock the Magic (2019–2021)
  • The Garfield Show (2009–2016)
  • Grizzy & the Lemmings (since 2016)
  • Five Farmies (2017)
  • The Happos Family (2016–2018)
  • La Banda (2011)
  • LazyTown (2014)
  • Mighty Mike (2019–2020)
  • Moley (2020–2022)
  • Mr. Bean (since 2025)
  • Muh und Mäh - Boomerang Bauernhof-Geschichten (2013)
  • Mush-Mush & the Mushables (2021–2025)
  • My Knight and Me (2016–2017)
  • My Spy Family (2007–2010)
  • NPS: No puede ser (2010–2011)
  • Ninja Express (2021–2022)
  • Pink Panther and Pals (2010)
  • Somos tú y yo (2007–2010)
  • Sonic Boom (2014–2017; also European)
  • Taffy (2018–2024)
  • WeeBoom (2019–2020)
  • Zuzubalândia (2018–2021)
See also
  • Cartoon Network
  • Cartoonito
  • Cartoon Network Studios
  • Warner Bros. Animation
  • Hanna-Barbera Studios Europe
  • v
  • t
  • e
The Cartoon Network, Inc.
Division of Warner Bros. Discovery
Channels & blocks (U.S.)
  • Cartoon Network
    • programming
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      • programming
        • Toonami
          • programming
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    • programming
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    • programming
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      • Arab world
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  • Cooking Channel
  • Discovery Channel
  • Discovery Science
  • Discovery Velocity
  • Food Network
  • HGTV
  • HBO
  • Investigation Discovery
  • Magnolia Network
Latin America,Caribbeanand Brazil
  • Adult Swim
  • Cartoon Network
  • Cartoonito
  • Cinemax
  • Discovery
    • Home & Health
    • Kids
    • Science
    • Theater HD
    • Turbo
    • World HD
  • Food Network
  • Golf Channel
  • HBO
    • +
    • 2
    • Brasil
    • Caribbean
    • Family
    • Mundi
    • Pop
    • Signature
    • Xtreme
  • HGTV
  • HTV
  • ID
  • Space
  • TCM
  • TLC
  • TNT
    • Novelas
    • Series
  • TNT Sports
    • Argentina
    • Brazil
    • Chile
    • Mexico
  • Tooncast
  • Warner TV
Predecessors
  • Time Warner / WarnerMedia
    • Kinney National Company
    • Time Inc.
      • AOL
    • Turner Broadcasting System
  • Discovery, Inc.
    • Discovery Holding Company
    • Scripps Networks Interactive
Former units
fromWarner Bros.
  • Castle Rock Entertainment
  • Crunchyroll
  • DramaFever
  • eleveneleven
  • Hooq (17.5%)
  • In2TV
  • Midway Games
  • New Line Home Entertainment
    • Infinifilm
  • Outright Distribution
  • QuibiJV
  • Rooster Teeth (Global Streaming & Interactive Entertainment)
  • Shed Productions
  • Snowblind Studios
  • Stage 13
  • Surreal Software
  • The WB
    • The WB 100+ Station Group
  • Warner Premiere
    • Raw Feed
  • Warner Bros. Family Entertainment
  • Warner Bros. Global Kids, Young Adults and Classics
  • Warner Independent Pictures
  • DC Universe
  • Warner Max
  • Watershed Television
  • Yalli Productions
from Turner
  • Audience Network
  • AT&T SportsNet
    • Root Sports Northwest (29%)
    • Pittsburgh
    • SportsNet Rocky Mountain
    • Southwest
  • Boomerang (Australia)
  • Boomerang (Latin America)
  • Cable Music Channel
  • Cartoon Network Too
  • CNN+
  • CNN+ (Channel)
  • CNNfn
  • CNNSI
  • CNN Airport
  • CNX
  • FilmStruck
  • Game Show Network (42%)
  • Great Big Story
  • Hulu (10%)
  • iStreamPlanet
  • LazyTown Entertainment
  • Oh!K
  • Retro
  • Super Deluxe
  • Studio T
  • Toonami Channel (Asia)
  • Toonami India
  • Toonami UK
  • TNT Sweden
  • TCM South East Asia
  • TCM Northern Europe
  • Turner Program Services
  • Turner South
  • WB Channel
  • Woohoo (Brazil)
  • Universal Wrestling Corporation
  • WPCH-TV
from HBO
  • Festival
  • HBO Boxing Pay-Per-View
  • HBO Defined (India)
  • HBO Downtown Productions
  • HBO en Español
  • HBO España
  • HBO Hits
  • HBO Home Entertainment
  • HBO Independent Productions
  • HBO Latin America Group
  • HBO Netherlands
  • HBO Nordic
  • HBO Now
  • HBO NYC Productions
  • HBO Portugal
  • Red by HBO
  • Take 2
  • Time Life Television
fromDiscovery& Scripps
  • All3MediaJV
  • 3netJV
  • 7food network
  • Animal Planet Italy
  • Canal 8 Sport
  • Canal+ DiscoveryJV (Poland)
  • Discovery Channel Radio
  • Discovery Civilization
  • Discovery Digital Networks
  • Discovery Family (France)
  • Discovery Geschichte
  • Discovery Health Channel
  • Discovery Home & Health
    • Southeast Asia
    • UK & Ireland
  • Discovery Kids
    • Australia
    • Canada
    • Southeast Asia
    • United Kingdom
  • Discovery Kids on NBC
  • Discovery Networks
    • CEEMEA
    • Northern Europe
  • Discovery People
  • Discovery Real Time
    • France
    • UK and Ireland
  • Discovery Shed
  • Discovery Showcase HD
  • Discovery Travel & Living Europe
  • Discovery Turbo Asia
  • Discovery Wings
  • Discovery World Europe
  • DKids
  • Dplay
  • Eurosport 360°
  • Eurosport 2 Xtra Portugal
  • Eurosport DK
  • Eurosport News
  • Eurosport Pluss (Norway)
  • Fine Living Europe
  • FitTV
  • Focus
  • Food Network New Zealand
  • FYI Canada
  • GB News (minority)
  • Great American Country
  • Good Food
  • GolfTV
  • GXT
  • Joyn
  • Quest Arabiya
  • Ready Set Learn!
  • SBS Radio Nordic
  • Three (TV channel)
  • Setanta Sports Asia
  • VivoltaJV (France)
See also
  • AT&T
    • Acquisition of Time Warner by AT&T
  • Advance Publications
  • v
  • t
  • e
Warner Bros. Discovery Global Linear Networks
Broadcasting and FAST streaming group
  • The CW (12.5%)
    • The CW Plus
  • Free TV Networks (33.3%)
Entertainment Group
  • Cartoon Network
    • Adult Swim
      • Toonami
    • Cartoonito
  • Boomerang
  • Discovery Family (60%)
    • Discovery Familia
  • TBS
  • TNT
  • Turner Classic Movies
  • TruTV
  • Oprah Winfrey Network (95%)
Lifestyle & Factual Group
  • American Heroes Channel
  • Animal Planet
  • Cooking Channel (69%)
  • Destination America
  • Discovery Channel
  • Discovery en Español
  • Discovery Life
  • Food Network (69%)
  • HGTV
  • Hogar de HGTV
  • Investigation Discovery
  • Science Channel
  • TLC
  • Travel Channel
Defunct andformer ventures
TimeWarner/WarnerMedia
  • BET
  • C4
  • Comedy Central
  • Festival
  • Four
  • HBO Defined
  • HBO en Español
  • HBO Hits
  • HBO Netherlands
  • HBO Now
  • HBO PPV/TVKO
  • Take 2
  • HBO Home Entertainment
  • ThreeLife
  • TriStar Pictures
  • Turner South
Discovery, Inc.
  • 3net
  • Canal 8 Sport
  • Discovery Civilization
  • Discovery Family (France)
  • Discovery Geschichte
  • Discovery Health Channel
  • Discovery People
  • Discovery Shed
  • Discovery Travel & Living (brand)
  • Eurosport News
  • FitTV
  • Food Network NZ
  • GXT
  • Oh!K
  • Quest Arabiya
  • Setanta Sports Asia
  • Vivolta (20%)
  • v
  • t
  • e
Family-oriented television channels in the United States
Toddlers and preschoolers
  • BabyFirst
  • Disney Jr.
  • Nick Jr.
Youth and preteens
  • Cartoon Network
  • Disney Channel
    • XD
  • Nickelodeon
    • Nicktoons
    • TeenNick
    • NickMusic
  • PBS Kids
  • Primo TV
General audiences
  • Boomerang
  • Discovery Family
  • The Family Channel (current broadcast)
  • Great American Family
    • Faith & Living
  • Hallmark Channel
    • Family
    • Mystery
  • INSP
  • Kids St./Family Central Explorer
  • MeTV Toons
  • UP
Religious
  • 3ABN Kids Network
  • Positiv
Premium
  • Showtime Family Zone
  • Starz Kids & Family
    • Starz Encore Family
Spanish language
  • Discovery Familia
  • Semillitas
  • ¡Sorpresa!
  • Vme Kids
Defunct
  • Animania HD
  • CBN/The Family Channel/Fox Family/ABC Family
    • Boyz/Girlz Channel
  • Family Room HD
  • HBO Family
  • JUCE TV
  • Kids & Teens TV
  • Light TV
  • Nick GAS
  • Noggin
  • PBJ
  • Qubo
  • Smile
  • Toon Disney
  • Universal Kids
International
  • BabyTV (UK)
  • Fix & Foxi (Germany)
  • Halla Bol! Kids TV (Canada)
  • TiVi5 Monde (France)

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