Boomerang (TV network)

{{Infobox television channel

| name = Boomerang

| logo = File:Boomerang 2014 logo.svg

| logo_size = 200px

| logo_caption = Logo used since 2015

| launch_date = {{Plainlist|

{{Start date and age|1992|12|8}} (block)
{{Start date and age|2000|4|1}} (channel)
{{Start date and age|2017|4|11}} (streaming service)}}

| closed_date = {{End date and age|2004|10|3}} (block)
{{End date and age|2024|9|30}} (streaming service)

| picture_format = {{plainlist|

720p HDTV
(downscaled to letterboxed 480i for the SDTV feed)

}}

| owner = Warner Bros. Discovery Networks

| parent = The Cartoon Network, Inc.

| network = Cartoon Network (1992–2004)

| country = United States

| language = {{Plainlist|

English
Spanish (with SAP; a Spanish language simulcast of the channel is also available)

}}

| area = Nationwide

| headquarters = {{Plainlist|

Atlanta, Georgia, U.S.

}}

| key_people = {{Plainlist|

Michael Ouweleen (president)

}}

| sister_channels = {{collapsible list|

}}

| former_names = Boomerang from Cartoon Network (2000–2015)

| online_serv_1 = Affiliated Streaming Service

| online_chan_1 = Max

| online_serv_2 = Internet Protocol television

| online_chan_2 = DirecTV Stream, Hulu + Live TV, Sling TV

}}

Boomerang is an American cable television network owned by The Cartoon Network, Inc., a sub-division of the Warner Bros. Discovery 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, 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|2023|11}}, Boomerang is available to approximately 26 million pay television households in the United States — down from its peak of 47 million households in 2019.{{cite web|url=https://wrestlenomics.com/u-s-cable-network-households-universe-1990-2023-nielsen-data/|title=U.S. cable network households (universe), 1990 – 2023|website=wrestlenomics.com|date=May 14, 2024|access-date=May 15, 2024}}

History

=Background and early years=

File:Boomerang tv (2000-2004).png

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.{{Cite news|url=https://www.latimes.com/archives/la-xpm-2000-apr-01-ca-14752-story.html|title=Hanna-Barbera Cartoons Return on New Boomerang|last=KING|first=SUSAN|date=2000-04-01|work=Los Angeles Times|access-date=2017-07-28|language=en-US|issn=0458-3035|archive-url=https://web.archive.org/web/20110511201233/http://articles.latimes.com/2000/apr/01/entertainment/ca-14752|archive-date=May 11, 2011|url-status=live}}

=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 expand the brand globally.{{cite magazine|url=http://www.adweek.com/news/television/adult-swim-adds-primetime-hour-155470|title=Adult Swim Adds a Prime-Time Hour Edgy net will start at 8 p.m. instead of 9|last=Theilman|first=Sam|date=February 4, 2014|magazine=AdWeek|access-date=February 4, 2014}}{{Cite news|url=http://saportareport.com/blog/2014/02/turner-expanding-adult-swim-cartoon-network-boomerang-offerings/|title=Turner expanding Cartoon Network, Adult Swim, Boomerang offerings - SaportaReport|date=2014-02-04|work=SaportaReport|archive-url=https://web.archive.org/web/20140329121814/http://saportareport.com/blog/2014/02/turner-expanding-adult-swim-cartoon-network-boomerang-offerings/|access-date=2017-07-28|archive-date=March 29, 2014|language=en-US}} In October of that year, a global rebrand was unveiled. The new branding 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.{{cite web|last=Littleton|first=Cynthia|title=Turner Sets Global Relaunch of Boomerang to Focus on Family Viewing|url=https://variety.com/2014/tv/news/turner-sets-global-relaunch-of-boomerang-to-focus-on-family-viewing-1201329469/|work=Variety|date=October 14, 2014|access-date=October 14, 2014}}{{Cite web|url=https://deadline.com/2014/10/turner-broadcastings-boomerang-toon-channel-getting-revamp-relaunch-850937/|title=Turner Broadcasting's Boomerang Toon Channel Getting Revamp, Relaunch|last=Andreeva|first=Nellie|date=2014-10-14|website=Deadline|language=en|access-date=2019-09-11}}{{Cite web|url=https://www.hollywoodreporter.com/news/turner-relaunches-family-focused-boomerang-740607|title=Turner Relaunches Family-Focused Boomerang|website=The Hollywood Reporter| date=October 14, 2014 |language=en|access-date=2019-09-11}}

On March 7, 2017, Boomerang announced the launch of its branded SVOD streaming service.{{Cite news|url=https://variety.com/2017/digital/news/boomerang-cartoon-streaming-subscription-time-warner-turner-wb-1202003660/|title=Turner, Warner Bros. to Launch Boomerang Cartoon Streaming-Subscription Service for $5 Monthly|last=Spangler|first=Todd|date=March 7, 2017|work=Variety|access-date=November 10, 2017|language=en-US|archive-url=https://web.archive.org/web/20171114024411/http://variety.com/2017/digital/news/boomerang-cartoon-streaming-subscription-time-warner-turner-wb-1202003660/|archive-date=November 14, 2017|url-status=live}} The service would feature 5000+ titles from Hanna-Barbera and Warner Bros, as well as exclusive original programming.{{Cite news |last=Spangler |first=Todd |date=2017-03-07 |title=Turner, Warner Bros. to Launch Boomerang Cartoon Streaming-Subscription Service for $5 Monthly |language=en-US |work=Variety |url=https://variety.com/2017/digital/news/boomerang-cartoon-streaming-subscription-time-warner-turner-wb-1202003660/ |url-status=live |access-date=2017-07-28 |archive-url=https://web.archive.org/web/20171114024411/http://variety.com/2017/digital/news/boomerang-cartoon-streaming-subscription-time-warner-turner-wb-1202003660/ |archive-date=November 14, 2017}} 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.{{Cite news |last=Spangler |first=Todd |date=2017-03-07 |title=Turner, Warner Bros. to Launch Boomerang Cartoon Streaming-Subscription Service for $5 Monthly |language=en-US |work=Variety |url=https://variety.com/2017/digital/news/boomerang-cartoon-streaming-subscription-time-warner-turner-wb-1202003660/ |url-status=live |access-date=2017-11-10 |archive-url=https://web.archive.org/web/20171114024411/http://variety.com/2017/digital/news/boomerang-cartoon-streaming-subscription-time-warner-turner-wb-1202003660/ |archive-date=November 14, 2017}}

On November 13, 2018, Boomerang launched a channel on the VRV streaming service.{{cite web |author=About Jude Terror |date=2018-11-13 |title=Classic Cartoons Come to VRV Streaming Service on New Boomerang Channel |url=https://www.bleedingcool.com/2018/11/13/classic-cartoons-come-to-vrv-streaming-service-on-new-boomerang-channel/ |access-date=2019-03-05 |publisher=Bleedingcool.com}} That same year, the 3rd Annual Shorty Social Good Awards nominated Boomerang and the Captain Planet Foundation for Best in Entertainment.{{cite web |title=3rd Annual Shorty Social Good Awards Finalists |url=https://shortyawards.com/3rd-socialgood/finalists |website=shortyawards.com}}{{cite web |title=The Power Is Yours! Stream to Save the Planet - The Shorty Awards |url=https://shortyawards.com/3rd-socialgood/the-power-is-yours-stream-to-save-the-planet |website=shortyawards.com}}

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.{{Cite web |last=Amidi |first=Amid |author-link=Amid Amidi |date=2024-08-02 |title=Warner Bros. Discovery Is Shutting Down Its Classic Cartoon Streaming Platform Boomerang |url=https://www.cartoonbrew.com/streaming/warner-bros-discovery-is-shutting-down-its-classic-cartoon-streaming-platform-boomerang-242147.html |access-date=2024-08-02 |website=Cartoon Brew |language=en-US}}

Programming

Boomerang's cable network currently airs a mix of classic cartoons and contemporary re-imaginings of franchises from the Warner Bros. animation library,[https://www.ontvtonight.com/guide/listings/channel/69049289/boomerang.html Boomerang - TV Listings Guide]; On TV Tonight, retrieved June 1, 2024 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.{{Cite news|url=https://deadline.com/2015/06/turner-broadcasting-warner-bros-ink-global-multi-series-deal-boomerang-animation-1201461361/|title=Turner Broadcasting & Warner Bros Ink Global Multi-Series Deal For Boomerang|last=Petski|first=Denise|date=2015-06-29|work=Deadline|access-date=2017-07-28|language=en-US}}

Availability

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.{{Cite news|url=https://www.turner.com/pressroom/united-states/boomerang/turner-rebrands-boomerang-globally|title=Turner Rebrands Boomerang Globally|work=Turner|access-date=2017-07-28|language=en}} Beginning in 2021, several of these outlets were re-aligned under the preschool-oriented Cartoonito brand (which would have its own relaunch that year).{{Cite press release |date=February 17, 2021 |title=WarnerMedia Kids & Family to Debut Cartoonito, New Preschool Programming Block Based on Humancentric Learning to Launch this Fall on Cartoon Network and HBO Max |url=https://pressroom.warnermedia.com/us/media-release/cartoon-network-9/warnermedia-kids-family-debut-cartoonito-new-preschool-programming-block-based |url-status=live |access-date=February 25, 2021 |website= |publisher=WarnerMedia |language=en |archive-date=23 November 2021 |archive-url=https://web.archive.org/web/20211123160306/https://pressroom.warnermedia.com/us/media-release/cartoon-network-9/warnermedia-kids-family-debut-cartoonito-new-preschool-programming-block-based }}