Slogan Ésto es Boomerang Founded 2001 | Headquarters Atlanta, Georgia, USA Motto Ésto es Boomerang | |
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Launched 1993; 24 years ago (1993) (block)
July 2, 2001; 15 years ago (2001-07-02) (channel) Owned by Turner Broadcasting System Latin America / Time Warner Picture format 480i, 576i (SDTV) (16:9) Language Spanish
Portuguese (Brazilian Feed only)
English (SAP only) TV shows Somos tú y yo, Split, Lockie Leonard, NPS: No puede ser, El Chavo Animado Profiles | ||
Boomerang is a 24-hour cable television channel owned by Turner Broadcasting System, a unit of Time Warner broadcasting throughout Latin America. Initially it was focused an older audience, airing classical Hanna-Barbera cartoons, emulating the US variant of the channel. However, in 2006 it was rebranded as the Latin American version of POGO, an Indian children-oriented channel. Two years later, in 2008 it was rebranded again with its own original graphics and programming, appealing to a teen-oriented audience, featuring original and syndicated series and movies. It had also aired music clips and concert specials, under the "Boombox" block. The channel currently focuses on kids programming again, as it was rebranded on September 28, 2014 with a new logo, graphics and schedule.
History
The channel was launched on July 2, 2001 with the same graphics and programming from the US variant of it. It used to aired classic Hanna-Barbera cartoons that had been dropped from the Latin American variant of Cartoon Network back then.
On April 3, 2006, the channel was later rebranded as a general children's network, becoming a localised version of Cartoon Network's sister TV stations in India, POGO. Boomerang at the time started to air new cartoons, divided into different programming blocks which were similar to the ones airing on Pogo. The new lineup included the preschool programming block "MiniTV" ("TinyTV" on POGO), teen-oriented programming, and classic cartoons. Each block featured a different channel logo color for easy identification.
In January 2008 in the Brazilian- and Mexican- localised feeds (June in the Latin American feed), the channel was rebranded again, but retained its 2006 logo. It was reorganised as a 24-hour teen-focused channel, broadcasting original and third-party-produced shows focused exclusively for teenagers.
Boomerang at the time aired some successful blocks, such as Boombox, which consisted about interviews to different artists and feauting live concerts in Latin America, the US and later, the United Kingdom.
On April 1, 2009, the channel launched a mobile service.
Outside of Latin America, the channel is an associate member of the Caribbean Cable Cooperative.
By mid-2010, the channel's logo was slightly modified, with the edges of the square around the word "Boom" being rounded.
By the summer of 2011, it was the only Boomerang channel in the world not to air any animated series at all. However, The Powerpuff Girls was added by February 2014. In April, its cartoon programming was moved to daytime slots on the schedule. It was later confirmed that the channel would be part of the worldwide rebrand which would take place later that year.
Boomerang Latin America was officially rebranded on September 28, 2014, with a new graphics package and exclusive kids programming such as Oddbods, Masha and the Bear and The Jungle Bunch: To the Rescue, premiering on that same day, along with some contemporary programming imported from Cartoon Network, such as The Garfield Show, Pink Panther and Pals and What's New, Scooby-Doo?. A new programming block consisting of straight-to-DVD movies and theatrical films was introduced, which was later named Cine Boomerang. The network shifted its focus from tweens and female teenagers to the kids audience for the first time since 2006 and, thus, all live-action teencoms (such as H2O: Just Add Water) were removed from the schedule permanently. The channel was also the first Boomerang network worldwide to adopt the new graphic package.
On October 18, 2014, a Boomerang-branded block was launched on Cartoon Network in Latin America, named "Club Boomerang", consisting on the airing of Masha and the Bear, Imaginext Adventures, and LazyTown. On November 3, 2014, "Club Boomerang" was expanded from Monday to Friday, airing Tom and Jerry, What's New, Scooby-Doo?, Wabbit, The Garfield Show, Inspector Gadget, Masha and the Bear, Be Cool, Scooby-Doo! and Casper's Scare School.