 | |
| Headquarters | Atlanta,Georgia, United States |
|---|---|
| Programming | |
| Languages | Spanish Portuguese (Brazilian feed only) English (SAP only) |
| Picture format | 1080iHDTV (rescaled to16:9480i/576i forSDTV feed) |
| Ownership | |
| Owner | WarnerMedia Latin America |
| Sister channels | Cartoon Network Tooncast |
| History | |
| Launched | 1993; 32 years ago (1993) (block on Cartoon Network) 2 July 2001; 24 years ago (2001-07-02) |
| Closed | 1 December 2021; 3 years ago (2021-12-01) |
| Replaced by | Cartoonito |
| Links | |
| Website | Boomerang LA Archived official website at theWayback Machine (archived 2021-05-15) |
Boomerang was a 24-hourcable television channel owned byWarnerMedia under its International division. It was a localization of theoriginal United States channel initially launched in 2001 and primarily carried classicWarner Bros. andHanna-Barbera cartoons. In 2006 it was relaunched as a youth-oriented service. The network would relaunch once more in 2008, now focusing exclusively on teenagers, before becoming the first Boomerang feed in the world to undergo the 2014 worldwide rebrand on 28 September 2014.
The channel was replaced byCartoonito on 1 December 2021 on 6 am across Latin America.
Boomerang was launched on 2 July 2001[1] with the same graphics and programming from theUS variant of the channel. It used to air classic Hanna-Barbera cartoons that had been dropped from the Latin American variant ofCartoon Network back then. The channel's main target audience mostly consisted of adults, who watched the shows in their childhoods; the content was previously seen on Cartoon Network but was lesser seen due to the channel's emphasis on original content.[1]
The channel's launch was marked by a private event at the Atlanta compound with the participation of Hanna-Barbera veteranIwao Takamoto. The channel launched as a single pan-regional feed, following theBuenos Aires time zone, and was arranged in three-hour content blocks.[1]
On 3 April 2006, Boomerang was relaunched as a general children's entertainment network, introducing a logo and on-air branding style identical to that ofPogo (a Turner-owned kids channel in India). Classic cartoons were pushed to the overnight and early morning hours, while the daytime lineup began to feature live-action and animated series; this also encompassed a variation of theTiny TV block,Mini TV.
The channel now targeted mainly kids and teens, with four theme blocks: a preschool block in the morning, a youth block in the afternoon, a movie block on weekends and a classic cartoon block overnight.[2] Facing these changes, it signed an agreement with Argentine distributor Telefe Internacional in order to air the fifth season ofChiquititas and the kids' telenovelaRincón de Luz, both from Cris Morena. With the change, the channel was now aimed towards airing more third-party content.[3]
In January 2008, (June 2008 in Latin America) in the Brazilian and Mexican localized feeds,[4] the channel modified its logo and relaunched again, now solely broadcasting original and third-party-produced shows aimed at teenagers. All classical animation was moved over toTooncast, a separate 24-hour channel that launched in December of that year. The channel aired some successful blocks, such asBoombox, which consisted of interviews with different artists and featuring live concerts in Latin America, the US, and later, the United Kingdom. On 1 April 2009, the channel launched a mobile service.[5] Outside of Latin America, the channel is an associate member of the Caribbean Cable Cooperative.[6] By mid-2010, the channel's logo was slightly modified. By May 2011, it was the only Boomerang channel in the world that was not airing any animated content.
On 1 April 2014, cartoon programming returned to the daytime schedule. It was later confirmed that the channel would be part of the worldwide rebrand which took place later on 28 September that year.[7]
In October 2021, it was announced onSKY Brasil’s lineup that Boomerang would be replaced byCartoonito on 1 December.[8] Shortly after that, theArgentine pay television service Telered announced the replacement for the rest of Latin America on the same date.[9] And by 1 December 2021, Boomerang was replaced by Cartoonito throughout Latin America.
From 2006 to 2008, Boomerang aired different blocks on the schedule for different audiences. The programming blocks included segments for young audiences, teenagers, and classic programming at night. The blocks were "color-coded" as the logo of the channel changed its color depending on which programming block was currently airing.
After October 2008,[10] the channel decided to focus its programming on teenagers, dropping the preschool and classic programming of the channel. Since February 2009, the network only used the blue-green colored logo, as the other color-coded logos were eliminated.
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Division ofWarner Bros. Discovery | |
| Channels & blocks (U.S.) | |
| International |
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| Cartoonito | |
| Studios & Streaming | |
| Albums | |
| Defunct | |
| See also |
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