Turner, Warner Go Live With Boomerang SVOD Service

12 Apr, 2017 By: Erik Gruenwedel

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As expected, Turner and Warner Bros. have quietly test-launched , a $4.99 monthly ($39.99 annual) cartoon subscription streaming video service in the United States.

First announced in March, Boomerang features about 1,000 cartoons, including venerable brands such as “Popeye,” “Scooby-Doo,” “Tom & Jerry,” “Looney Tunes,” “The Flinstones” and “The Jetsons,” among others.

The service is separate from Boomerang TV, the pay-TV network launched in 2000 with its own app for on-demand viewing of content from Hanna-Barbera, MGM and Looney Tunes.

The SVOD launch was driven in part by data from British-based research firm Ofcom that found kids aged 5 to 15 spend more time online than watching TV.

Netflix, Amazon Prime Video, Hulu, Nickelodeon (Noggin.com) and Sony (Hopster.com) all offer separate streaming options for children. Disney Kids TV and Sling TV’s “Sling Kids” are slated to launch later this year.

“It's a whole new way to access Warner’s storied legacy of laughs,” Craig Hunegs, president of business and strategy for Warner Bros. TV group, and president of Warner Bros. digital networks, said last month.

Boomerang joins HBO Now and Turner’s FilmStruck as parent Time Warner attempts to expand its over-the-top video presence beyond licensing agreements with Netflix, Amazon Prime Video and Hulu.

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