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Boomerang is an American
cable television Cable television is a system of delivering television programming to consumers via radio frequency (RF) signals transmitted through coaxial cables, or in more recent systems, light pulses through fibre-optic cables. This contrasts with bro ...
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 Hanna-Barbera Cartoons, Inc. ( ; formerly known as H-B Enterprises, Hanna-Barbera Productions, Inc. and H-B Production Co.), simply and commonly known as Hanna-Barbera, was an American animation studio and production company, which was acti ...
productions among others. Boomerang debuted in 1992 as a programming block on
Cartoon Network Cartoon Network (CN) is an American cable television television channel, channel and the flagship property of the Cartoon Network, Inc., a sub-division of the Warner Bros. Discovery Networks division of Warner Bros. Discovery. It launched on ...
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 ''Looney Tunes'' is an American media franchise produced and distributed by Warner Bros. The franchise began as a series of animated short films that originally ran from 1930 to 1969, alongside its spin-off series ''Merrie Melodies'', during t ...
'' and ''
Scooby-Doo ''Scooby-Doo'' is an American media franchise owned by Warner Bros., Warner Bros. Entertainment and created in 1969 by writers Joe Ruby and Ken Spears through their animated series, ''Scooby-Doo, Where Are You!'', for Hanna-Barbera (which wa ...
''. In 2017, as the cable network lost coverage, Boomerang launched a standalone SVOD over-the-top
streaming Streaming media refers to multimedia delivered through a network for playback using a media player. Media is transferred in a ''stream'' of packets from a server to a client and is rendered in real-time; this contrasts with file downl ...
service, which operated until 2024. , Boomerang is available to approximately 26 million pay television households in the United States — down from its peak of 47 million households in 2019.


History


Background and early years

The Turner Broadcasting System had built up an extensive catalogue of
MGM Metro-Goldwyn-Mayer Studios Inc. (also known as Metro-Goldwyn-Mayer Pictures, commonly shortened to MGM or MGM Studios) is an American Film production, film and television production and film distribution, distribution company headquartered ...
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 Cartoon Network (CN) is an American cable television television channel, channel and the flagship property of the Cartoon Network, Inc., a sub-division of the Warner Bros. Discovery Networks division of Warner Bros. Discovery. It launched on ...
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.


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. In October of that year, a global rebrand was unveiled. The new branding first launched in
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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 A flagship is a vessel used by the commanding officer of a group of navy, naval ships, characteristically a flag officer entitled by custom to fly a distinguishing flag. Used more loosely, it is the lead ship in a fleet of vessels, typically ...
" on par with the Cartoon Network. On March 7, 2017, Boomerang announced the launch of its branded SVOD streaming service. The service would feature 5000+ titles from
Hanna-Barbera Hanna-Barbera Cartoons, Inc. ( ; formerly known as H-B Enterprises, Hanna-Barbera Productions, Inc. and H-B Production Co.), simply and commonly known as Hanna-Barbera, was an American animation studio and production company, which was acti ...
and
Warner Bros Warner Bros. Entertainment Inc. (WBEI), commonly known as Warner Bros. (WB), is an American film studio, filmed entertainment studio headquartered at the Warner Bros. Studios Burbank, Warner Bros. Studios complex in Burbank, California and th ...
, as well as exclusive original programming. 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. On November 13, 2018, Boomerang launched a channel on the VRV streaming service. That same year, the ''3rd Annual Shorty Social Good Awards'' nominated Boomerang and the '' Captain Planet'' Foundation for Best in Entertainment. 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.


Programming

Boomerang's cable network currently airs a mix of classic cartoons and contemporary re-imaginings of franchises from the Warner Bros. animation library, as well as reruns (and, on occasion, premieres and finales) of programming aired on
Cartoon Network Cartoon Network (CN) is an American cable television television channel, channel and the flagship property of the Cartoon Network, Inc., a sub-division of the Warner Bros. Discovery Networks division of Warner Bros. Discovery. It launched on ...
. 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''.


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. Beginning in 2021, several of these outlets were re-aligned under the
preschool A preschool (sometimes spelled as pre school or pre-school), also known as nursery school, pre-primary school, play school, is an school, educational establishment or learning space offering early childhood education to children before they ...
-oriented Cartoonito brand (which would have its own relaunch that year).


See also

*
Cartoon Network Cartoon Network (CN) is an American cable television television channel, channel and the flagship property of the Cartoon Network, Inc., a sub-division of the Warner Bros. Discovery Networks division of Warner Bros. Discovery. It launched on ...
* Cartoonito * Discovery Family * MeTV Toons * Tooncast * Pogo


References

{{U.S. family-oriented television channels 1992 establishments in Georgia (U.S. state) Children's television networks in the United States Cartoon Network Warner Bros. Discovery networks Classic television networks Nostalgia television in the United States Television channels and stations established in 2000 Television networks in the United States English-language television stations in the United States Companies based in Atlanta Companies based in Los Angeles