Boomerang Gets Looney-er - Multichannel

Boomerang Gets Looney-er

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Atlanta -- Boomerang, the classic animation channel, will have a host of cartoon all-stars added to its weekday programming lineup next month, officials
said Monday.

Commercial-free Boomerang's schedule, effective Sept. 1, will include Tom and
Jerry, Scooby-Doo and Looney Tunes, with its roster of Bugs Bunny, Daffy Duck,
Porky Pig, Elmer Fudd, Roadrunner, Yosemite Sam and Foghorn Leghorn.

As part of the changes, The Flintstones and The Jetsons will leave fellow
sister Turner Broadcasting channel Cartoon Network to become exclusive
properties on sister network Boomerang.

With its revamped lineup, 44% of Boomerang's daytime lineup will be altered
to reflect the infusion of animation.

'This dramatic change in Boomerang's schedule reflects Cartoon Network's firm
belief in the value of a vibrant commercial-free service designed specifically
for a preschool audience and their parents,' Boomerang general manager Mark
Norman said in a prepared statement.

Boomerang, which has doubled its distribution to nearly 10 million homes in
the past year, also unveiled a new marketing initiative - to reach kids and
their parents at pediatricians' offices.

Activity kits filled with Boomerang-themed materials will be distributed to
nearly 3,200 pediatricians' offices nationwide through Parenting Magazine's
quarterly mailing of free product samples to doctor's offices.

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