Boomerang (Australia and New Zealand)

Boomerang
Launched 3 April 2001 (2001-04-03) (as a block)
14 March 2004 (2004-03-14) (as a channel)
Owned by Turner International Australia
Turner Broadcasting System Asia Pacific
(WarnerMedia)
Picture format 576i (16:9 SDTV)
Country Australia
Language English
Sister channel(s)
Website www.Boomerangtv.com.au
Availability
Satellite
Foxtel Channel 715
Cable
Foxtel Channel 715
Neighbourhood Cable Channel 30
TransACT Channel 204
IPTV
FetchTV Channel 156
Streaming media
Foxtel Go Channel 715

Boomerang is a cable and satellite television channel owned by Turner Broadcasting System, a unit of WarnerMedia and its main flagship channel of Cartoon Network. The Australian version of Boomerang was launched on 14 March 2004 as part of the Foxtel Digital launch, with a line-up very similar to that of the US and UK version. Originally devoted to classic animation from studios such as Hanna-Barbera, the channel has since expanded to include more contemporary programming. This channel is available as a free trial in a subscription entertainment package on Fetch TV by some ISPs and was added 26 January 2017. The free trial for Boomerang and Cartoon Network ended 27 February 2017. After the free trial ended, Boomerang relaunched on Fetch TV, removing the free trial status.

Branding

1st look

Like the American version, the bumpers features children's toys and merchandise modeled after classic Hanna-Barbera characters. These bumpers are used on Boomerang in the United States and were animated by Primal Screen. The bumpers were used from launch to February 2005. During this time, Boomerang's programming (which consisted entirely of pre-1980s Hanna-Barbera animation) followed a looping format whereby 8 hours of cartoons were shown everyday between midnight and 8 am, repeated between 8 am and 4 pm, and repeated once more between 4 pm and midnight. The looping format was scrapped in February 2005.

2nd look

In February 2005, Boomerang's bumpers for the first time had an Australian voiceover, in addition to new Show-Specific We'll Be Back/Back to the Show bumpers. The previously used Station IDs with the toys were retained, although they were edited to include the Australian voiceover. Between November 2006 and June 2007, Boomerang gradually phased out numerous 1960s and 1970s Hanna-Barbera cartoons, that were replaced with Cartoon Network original series (otherwise known as Cartoon Cartoons) which made up roughly half of Boomerang's line-up at the time.

3rd look

In November 2007, Boomerang was re-branded as "the home of greatest toons of all time" – as is mentioned in one promotional bumper – and no longer considered itself an outlet for classic cartoons. Boomerang introduced new 'storyboard-style' bumpers, which were animated by fwak animation, and a new logo. As the logo, bumpers and voice overs changed, much of the programming did too. All Cartoon Cartoons and classic Hanna-Barbera cartoon were axed, if not airing in the wee hours of the night. Since November 2007, several new series including pre-school, anime and live-action programs have been seen on Boomerang given Time Warner's acquisition of Australian broadcast rights to shows from numerous studios around the world. As a result, the Australian Boomerang schedule is significantly different from that of the original USA version. Some '60s and '70s Hanna-Barbera cartoons have returned to Boomerang for brief periods, initially airing most prominently on The Zoo and Boom, Boom, Boom before the former was axed and the latter was relaunched. From September to December 2011, Boomerang has once again devoted a significant portion of its weekend schedule to these Hanna-Barbera programs, signalling somewhat of a return to its roots as a haven for classic animation.

4th look

On 1 December 2012, Boomerang launched a refreshed look, using the logo used by Boomerang UK and other European countries, and converted to 16:9 aspect ratio.[1]

5th look

On 3 November 2014, Boomerang received a new logo and branding as part of a global rebranding effort.[2]

Logos

References

  1. ↑ Knox, David (23 November 2012). "Boomerang channel to refresh TV Tonight". TV Tonight. Retrieved 29 January 2013.
  2. ↑ Littleton, Cynthia (14 October 2014). "Turner Sets Global Relaunch of Boomerang to Focus on Family Viewing". Variety. Retrieved 14 October 2014.
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