As part of a global initiative, Turner Broadcasting, parent company of Cartoon Network Arabic, has re-launched its second flagship kids brand, Boomerang, as an all-animation, youth-targeted network. Repositioned with a line-up of timeless and contemporary cartoons programmed for family co-viewing, the re-launch was made effective throughout the MENA region during the month of January.
Drawing upon the resources of the world’s largest animation library — consisting of Warner Bros., Hanna-Barbera, Cartoon Network and MGM studios television and theatrical shorts, series and specials — Boomerang’s on-air schedule will include favorites as Tom and Jerry, Looney Tunes, The Powerpuff Girls and Scooby-Doo. Along with newly-acquired series produced by studios around the world, Boomerang will also introduce a refreshed on-air environment.
“The re-launch of Boomerang as a second flagship channel is a testament to its appeal to the kids of the MENA region,” says Tarek Mounir, general manager MENA, Turkey, Greece and Cyprus at Turner Broadcasting System International in a press statement.
“Boomerang has always been a timeless favorite with multi-generational appeal. We see this as a unique opportunity to not only redefine the family co-viewing experience, but to grow and leverage our overall regional kids’ portfolio and position it across all platforms in conjunction with Cartoon Network Arabic,” adds Mounir.
Boomerang also will include a refaced website featuring activities, games and content. Younger fans will be able to enjoy free games showcasing their favorite characters, while older users can learn more about their favorite characters and series.