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Boomerang (TV network)

From Wikipedia, the free encyclopedia

Boomerang 2014 logo.svg
CountryUnited States
Broadcast areaNationwide
NetworkCartoon Network (1992–2004)
  • English
  • Spanish (with SAP; a Spanish language simulcast of the channel is also available)
Picture format
OwnerWarner Bros. Discovery Networks
ParentThe Cartoon Network, Inc.
Sister channels
  • December 8, 1992; 29 years ago (1992-12-08) (block)
  • April 1, 2000; 22 years ago (2000-04-01) (channel)
  • April 11, 2017; 5 years ago (2017-04-11) (internet subscription service)
Former namesBoomerang from Cartoon Network (2000–2015)

Boomerang is an American cable television network and streaming service owned by Warner Bros. Discovery Networks, a subsidiary of Warner Bros. Discovery.

Boomerang debuted in 1992 as a programming block on Cartoon Network, dedicated to classic animation from the WB library (including Warner Bros. Cartoons and Hanna-Barbera productions, among many others), and was eventually spun-off into its own separate network in 2000. In the late 2000s, Boomerang would engage in drift by airing more modern and contemporary programming, including reruns of shows that were either acquired or produced for Cartoon Network. A 2015 relaunch (which aimed to promote Boomerang as a "second flagship" brand alongside Cartoon Network) saw Boomerang begin to produce its own original programming, focusing primarily on reboots of popular franchises such as Looney Tunes and Scooby-Doo. In 2017, Boomerang launched its own subscription video on-demand over-the-top streaming service.

As of September 2018, Boomerang is available to approximately 38.312 million pay television households in the United States.[1]


Turner Broadcasting System built up an extensive catalogue of MGM and early Warner Brothers cartoons in the 1980s. These 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 cartoons. It originated as a programming block on Cartoon Network that debuted on December 8, 1992. 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.

With Cartoon Network downplaying its archival programming in favor of newer original series, Turner Broadcasting System introduced a standalone Boomerang cable channel on April 1, 2000.[2] The Cartoon Network block continued to run under the new Boomerang channel branding until October 3, 2004.

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

In October 2014, Cartoon Network unveiled a global rebranding for Boomerang, which first launched in Latin America in late September, and arrived in the United States on January 19, 2015. Alongside the previously-announced plan to introduce advertising, the network planned to introduce original programming for the first time, and place a particular focus on the archive's most well-known franchises 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 main Cartoon Network channel.[5][6][7]

In 2017, an online Boomerang video-on-demand service was launched.[8] May 2020 saw the launch of HBO Max, a general entertainment video-on-demand service from Boomerang's corporate parent that includes much of Boomerang's programming.

Availability on subscription television

Boomerang is carried on few pay television providers; tiering of the channel varies by service, with some operators offering it as either a basic-tier or higher-tier network. Most providers do not carry the linear channel, instead offering the network's video on demand service bundled with Cartoon Network. On March 4, 2019, the channel changed its default ratio to 16:9, with 4:3 content being aired stretched and the screen bug moving away from the 4:3 area, similar to what Cartoon Network did in May 2013.

As of January 2020, Boomerang began to be carried high definition on several online television services, along with some cable providers through their apps.


Awards and nominations

Year Award Category Recipient(s) Result
2018 3rd Annual Shorty Social Good Awards Best in Entertainment Boomerang + Captain Planet Foundation Nominated[9][10]


Historically, Boomerang avoided overt channel drift and, despite adding newer content to its library, continued to air programming from the breadth of its archives. By spring 2014, however, most of its archival programming was relegated to graveyard slots while the daytime schedule became dominated by programming from the 1990s and later. This policy underwent a partial reversal in April 2017, with a larger focus on shows from the 2010s, before older Cartoon Network series returned to Boomerang's schedule from January 2018 to May 2019, and again in half-hour time slots in September 2020. Tom and Jerry, Looney Tunes, The Smurfs, and various entries in the Scooby-Doo franchise have more or less had permanent places on the schedule since the rebrand, while previous network mainstays The Flintstones and The Jetsons returned in a late-night time slot in July 2018 before leaving the schedule again in November of that year.

Not all of the Warner Bros. animation library is exclusive to Boomerang. A portion of that library which includes series produced in collaboration with Steven Spielberg's Amblin Entertainment (including Tiny Toon Adventures and most of Animaniacs), as well as most works involving Batman and Superman (such as 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 its closure in October 2014. In addition, Warner Bros.'s collection of Christmas specials — including the latter half of the Rankin/Bass Productions library — is licensed to AMC for their Best Christmas Ever block as of 2018; those specials previously aired on Freeform and its predecessors for nearly 20 years, as part of their 25 Days of Christmas lineup. In 2019, former channel fixture The Flintstones was licensed out to MeTV;[11] in 2021, that network introduced two morning blocks that feature Warner Bros. and Paramount Global content (including Looney Tunes/Merrie Melodies, Popeye, Betty Boop, and MGM theatrical shorts),[12] many of which still air on Boomerang. MeTV also acquired another former Boomerang fixture in that year: The Jetsons.[13]

Boomerang itself occasionally licenses programming from other distributors, such as with The Rocky and Bullwinkle Show (which joined the lineup for a short run in August and September 2013) and with Garfield and Friends (which joined in September 2019).

Although Boomerang's programming philosophy was originally intended to showcase classic cartoons, newer shows have been added in recent years, some even before the rebrand. From January to December 2012, new episodes of the Italian animated series Puppy in My Pocket: Adventures in Pocketville aired on the channel. Wedgies, a series of animated interstitials that previously aired on Cartoon Network, were reintroduced in 2013. In December 2014, Boomerang added Teen Titans Go! and The Amazing World of Gumball to its lineup, alongside their airings on Cartoon Network; those shows left in April 2017. On June 28, 2015, it was announced that Boomerang would receive original programs such as New Looney Tunes, Be Cool, Scooby-Doo!, and an animated adaptation of Bunnicula.[14] Throughout mid-2018, Boomerang added re-runs of modern Cartoon Network series to its lineup, including Regular Show,[15] Mighty Magiswords,[16] Adventure Time, and Steven Universe.[17] On May 2, 2022, Boomerang brought back reruns of Teen Titans Go! and The Amazing World of Gumball, and also added two additional modern Cartoon Network shows to their schedule: Craig of the Creek and Total Dramarama. [18]

Boomerang has been used to burn-off programs acquired for Cartoon Network which have rated too low to remain on that network's schedule, much like Nickelodeon's spin-off Nicktoons and TeenNick. Boomerang also simulcasts some episodes of original Cartoon Network programming, mainly season or series premieres and finales.

Programming blocks

Because of Boomerang's fluid schedule, programming blocks used to air for a few months, then be removed from the schedule, only to be added again a few months later, until they were almost all phased out in late 2014, due to the network's rebrand.


  • Boomerang Theater – Boomerang's movie showcase block.

Former blocks

Special events

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 focusing on Dexter's mom and Wilma Flintstone), but this method was scrapped in January 2015 due to the network's rebrand.

Mobile app/subscription service

On March 7, 2017, Boomerang announced that it would launch an app that will feature programming from the 5000+ titles from its sister companies Hanna-Barbera and Warner Bros, as well as exclusive original programming.[25] The app launched on April 11, 2017, and is available either for $4.99 per month or $39.99 annually. New episodes and content are planned to be added weekly.[26] Currently, the Boomerang App is only available for subscription in the United States.[27] On November 13, 2018, the Boomerang service launched as a channel on the VRV streaming service.[28] It was later removed off VRV on December 1, 2020.


Boomerang, originally established as a cable channel in the United States, has expanded worldwide. Each of these networks were aligned globally in 2015 under one unified branding to reflect a family co-viewing network.[29]



The pan-European version of Boomerang, known as Boomerang HQ, launched on 5 June 2005 and initially broadcast in Eastern Europe, the Benelux (with Dutch subtitles), Portugal, the Middle East and Africa (in English), Poland (in Polish), Greece & Cyprus (in Greek), and Hungary (only select shows in Hungarian). Like its US counterpart, it primarily featured former Cartoon Network and Hanna-Barbera programs.

In 2008, the network added an Arabic audio track to certain shows for MENA audiences. In October 2010, the channel started to air certain shows in Romanian.

On 12 October 2011, a dedicated Central and Eastern Europe feed (serving Poland, Hungary and Romania) was launched, maintaining its own schedule with Hungarian, Romanian, Polish, and English audio. Around the same time, preschool brand Cartoonito was added to both feeds as a morning block. Despite the split, Boomerang HQ continued to air in Africa and the Arab world, as well as in the Netherlands, Flanders, Portugal, Greece, Cyprus, and select TV operators in the Czech Republic.

The channel was available in Portugal until 31 December 2013, when it was removed due to the launch of the Portuguese feed of Cartoon Network. On 1 November 2014, all Benelux and Czech TV operators switched over to Boomerang CEE, leaving Greece and Cyprus as the only European countries to continue carrying Boomerang HQ.

The channel rebranded on 14 January 2015.[30]

On 1 July 2016, a separate feed for the Middle East and North Africa was launched on beIN and various Gulf IPTV providers, featuring its own schedule, separate programming lineup, and Arabic audio track. Boomerang MENA has also replaced the African feed in Greece and Cyprus.


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 originally 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, However, it uses the same bumpers for as the U.S. channel. On 1 December 2012, the channel introduced a new on-air look with the same logo and appearance as the European channels. On 3 November 2014, the channel changed its logo to the current logo.[31]

Central and Eastern Europe

Prior to the launch of the Central and Eastern European feed, Boomerang HQ was broadcast in Hungary and Poland. The network began to air shows dubbed in Romanian in 2010.

Boomerang CEE officially launched on 12 October 2011, featuring continuity in either Hungarian, Romanian, Polish, or English. In February 2012, the channel began accepting traditional advertising outside of Poland, whose subfeed had previously been the only one to do so.

In July 2013, the channel started to air select shows in Russian, in preparation for a possible launch of a separate feed for Russia;[32] said version launched in October 2013. Cartoonito was removed from both Boomerang CEE and Boomerang HQ in January 2014. Starting in July of that year, as Russia banned commercials, the Russian subfeed became ad-free on all platforms.

On 1 November 2014, Boomerang CEE replaced Boomerang HQ on TV operators in the Benelux and the Czech Republic; a Dutch track was then added to the channel.[33]

The channel adopted the global rebrand on 2 February 2015.[34][35]

On 1 October 2018, Boomerang CEE replaced the German feed of Boomerang, launching a German audio track and subfeed intended to air German advertisements.[36]


The French version of Boomerang was launched on 23 April 2003, and rebranded on 3 January 2015.[37]


The Italian version of Boomerang launched on 31 July 2003; a timeshift feed known as Boomerang +1 was launched in December 2008. The channel adopted the global rebrand on 2 February 2015.[38]

Middle East and North Africa

Prior to the launch of a dedicated MENA feed, Boomerang HQ was offered to Orbit and Showtime (and, following their merger in 2009, on OSN as well) in English, before a licensing agreement between Turner Broadcasting System Europe and beIN Media Group in December 2015 removed the channel (along with Cartoon Network HQ, CNN International — which itself continues to be available as a free-to-air satellite channel, and the newly created MENA feed for Turner Classic Movies) in January 2016.

Boomerang HQ was initially broadcast in English, before an Arabic audio track for select shows was launched in 2008.

On 1 July 2016, Boomerang MENA officially launched in the Middle East and North Africa. Broadcasting in HD, the bilingual feed features channel continuity and series in both English and Arabic audio. Boomerang MENA is also offered in Greece and Cyprus as well, broadcasting its shows in Greek.

Netherlands and Flanders

Originally, Boomerang HQ was broadcast in the Netherlands and Flanders with Dutch subtitles. In November 2014, the CEE feed replaced Boomerang HQ, featuring English and Dutch audio. A Dutch subfeed was launched in conjunction with the rebrand on 2 February 2015, and has remained that way as of 2017.[39][33]


Prior to the launch of the Portuguese feed, Boomerang HQ was broadcast on TV providers until 31 December 2013, due to the launch of Cartoon Network's own Portuguese variant.

On 21 April 2015,[40] a dedicated version of Boomerang in European Portuguese was launched, but only in Angola and Mozambique. The channel finally launched in Portugal on 26 April 2018.


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 launched on 1 September 2005. It originated as a 90-minute block of series in 2001 (when Cartoon Network Asia began broadcasting on a 24-hour schedule) and previously used the branding package from the flagship American service. By November 2007, the channel revamped its logo and visual style. In December 2012, the channel was replaced by Toonami. Boomerang, however, returned to Asia on 1 January 2015,[41] replacing Cartoonito.

This channel is available in Hong Kong, the selected ASEAN member neighbour countries and Sri Lanka. The 24-hour channel in India was only available on Dish TV exclusively along with Turner Classic Movies until 2 March 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.

South Korea

After the United States–Korea Free Trade Agreement went effective in 2012, it allowed Turner Broadcasting to directly manage Cartoon Network Korea starting from March 2015. On November 14, a local version of Boomerang was also launched in Korea.[42] Its programming mainly consists of modern Warner Bros. and Hanna-Barbera series, but children's cartoons produced in Korea are also prominently featured.


A Taiwanese version of Boomerang was launched on 14 November 2016.


The Thai version of Boomerang was launched on 14 August 2013. Interestingly, it is the only Boomerang channel in the world that hasn't rebranded to the 2015 look, instead of using the 2004 European logo in addition to the 2012 EMEA graphics package. The channel's content includes classic and contemporary cartoons, older Cartoon Network series, and original content such as Tiny Recipe.


The Turkish version of Boomerang launched on 23 April 2016, and is available on D-Smart and Tivibu.

United Kingdom & Ireland

Boomerang launched in the Republic of Ireland and the United Kingdom on 27 May 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 16 February 2015.[43]



The German version of Boomerang launched in June 2006, available on Kabel Deutschland, Kabel BW, and Unity Media. The network adopted the global rebrand on 16 February 2015.[44] On 1 October 2018, Boomerang Germany was shut down and replaced by Boomerang CEE.[36]

Latin America and Brazil

The Latin American feed of Boomerang was launched on 2 July 2001; like its US counterpart, its schedule focused on classic animated series. This would last until 2006, when the network was relaunched for a general children's audience; programming expanded to feature live-action series and movies. In 2008,[45] all remaining cartoons left the schedule as it drifted towards a teenage audience, focusing on live-action shows, movies, and music videos. Boomerang would return to is cartoon-oriented format on 1 April 2014, with live-action content relegated to nighttime hours while newer animated series and older cartoons from Cartoon Network joined. On 28 September 2014, the network became the first variant of Boomerang in the world to adopt the new look.[46][47]

In October 2021, it was announced on SKY Brasil's lineup that Boomerang would be replaced by Cartoonito on December 1.[48] Shortly after that, the Argentine pay television service Telered announced the replacement for the rest of Latin America.[49]


Boomerang launched a Spanish feed in 2004, available on the Digital+ digital platform and on the Auna cable platform. Originally, it was introduced as a part of Cartoon Network's weekend afternoon schedule.[50] On 1 September 2011, Boomerang Spain was shut down and replaced by Cartoonito.[51]

See also


  1. ^ Bucholtz, Andrew (September 10, 2018). "Nielsen coverage estimates for September see gains at ESPN networks, NBCSN, and NBA TV, drops at MLBN and NFLN". Archived from the original on August 19, 2019. Retrieved July 28, 2019.
  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.
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  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.
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  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.
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External links

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