{{short description|American cable television channel}} {{pp-vandalism|small=yes}} {{Use mdy dates|date=December 2025}} {{Use American English|date=December 2025}} {{Infobox television channel | name = Boomerang | logo = 200px|class=skin-invert | logo_size = 200px | logo_caption = Logo used since January 19, 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)<br> {{End date and age|2024|9|30}} (streaming service) | picture_format = {{plainlist| * 720p HDTV<br />(downscaled to letterboxed 480i for the SDTV feed) }} | owner = Warner Bros. Discovery Networks | 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, The Cartoon Network, Inc.) }} | sister_channels = {{collapsible list| * Adult Swim * Cartoon Network * Cartoonito * American Heroes Channel * Animal Planet * Cinemax * CNN * Cooking Channel * The CW <!-- sale still pending --> * 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 }} | former_names = Boomerang from Cartoon Network (2000–2015) | online_serv_1 = Internet Protocol television | online_chan_1 = DirecTV 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, 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.<ref>{{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}}</ref>
==History== ===Background and early years=== left|thumb|200x200px|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.<ref>{{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}}</ref> 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.<ref>{{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}}</ref><ref>{{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}}</ref> 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.<ref>{{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}}</ref><ref>{{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}}</ref><ref>{{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}}</ref>
On March 7, 2017, Boomerang announced the launch of a branded SVOD streaming service,<ref>{{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}}</ref> featuring over 5,000 titles from Hanna-Barbera and Warner Bros. Entertainment as well as exclusive original programming.<ref>{{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}}</ref> 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.<ref>{{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}}</ref>
On November 13, 2018, Boomerang launched a channel on the VRV streaming service.<ref>{{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}}</ref> That same year, the 3rd Annual Shorty Social Good Awards nominated Boomerang and the Captain Planet Foundation for "Best in Entertainment".<ref>{{cite web |title=3rd Annual Shorty Social Good Awards Finalists |url=https://shortyawards.com/3rd-socialgood/finalists |website=shortyawards.com}}</ref><ref>{{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}}</ref>
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.<ref>{{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}}</ref>
==Programming== {{Main|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,<ref>[https://www.ontvtonight.com/guide/listings/channel/69049289/boomerang.html Boomerang - TV Listings Guide]; On TV Tonight, retrieved June 1, 2024</ref> 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''.<ref>{{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}}</ref>
===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, the policy has evolved: it prioritised 2010s programming in April 2017, intermittently aired older series between 2018 and 2024, and reinstated 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,<ref>{{cite web |last=Miller |first=Mark |date=October 19, 2020 |title=MeTV Launching 'Toon In With Me' Hosted Morning Cartoon Show In 2021 |url=https://tvnewscheck.com/article/more-news/254776/metv-launching-toon-in-with-me-hosted-morning-cartoon-show-in-2021/ |url-status=dead |archive-url=https://web.archive.org/web/20220820061237/https://tvnewscheck.com/programming/article/metv-launching-toon-in-with-me-hosted-morning-cartoon-show-in-2021/ |archive-date=August 20, 2022 |access-date=October 19, 2020 |work=TV News Check}}</ref> and partnered with Warner Bros. Discovery to launch spin-off station MeTV Toons in 2024.<ref>{{Cite web|last=Keys|first=Matthew|date=2024-05-01|title=Weigel launching MeTV Toons with classic cartoons on broadcast, streaming platforms|url=https://thedesk.net/news/metv-toons-weigel-cartoon-channel/|access-date=2024-06-12|website=The Desk}}</ref> Boomerang itself occasionally licenses programming from other distributors, such as ''The Rocky and Bullwinkle Show'' and ''Garfield and Friends''.
==Availability== {{Main|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.<ref>{{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}}</ref> Beginning in 2021, most of these outlets were re-aligned under the preschool-oriented Cartoonito brand (which would have its own relaunch that year).<ref>{{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 }}</ref>
==See also== {{portal|Cartoon Network|Animation|Television}} * Cartoonito * Tooncast * Pogo {{-}}
== References == {{reflist|30em}}
{{Boomerang}} {{Cartoon Network}} {{Warner Bros. Discovery}} {{Warner Bros. Discovery Networks}} {{U.S. family-oriented television channels}}
Category:Boomerang (TV network) Category:1992 establishments in Georgia (U.S. state) Category:Children's television networks in the United States Category:Cartoon Network Category:Warner Bros. Discovery networks Category:Classic television networks Category:Television channels and stations established in 2000 Category:Television networks in the United States Category:English-language television stations in the United States Category:Companies based in Atlanta Category:Companies based in Los Angeles