The platform will comprise of more than 5,000 Hanna-Barbera, Looney Tunes and MGM library titles, offering new and older episodes of franchises such as Scooby Doo, Tom & Jerry, Bugs Bunny, The Jetsons and The Flintstones.
It will also house new original series such as Warner Bros. Animation’s Dorothy and the Wizard of Oz, and a rebooted Wacky Races.
The service launches this spring in the US on the web, and iOS and Android devices for US$4.99 a month or US$39.99 for an annual subscription.
It will include family profiles, personalised recommendations, download-to-go, Spanish audio and interactive features, and will be powered by apps and technology from DramaFever, the K-drama on-demand service Warner Bros. acquired control of last year.
This comes after Turner rebranded Boomerang as its second flagship children’s channel alongside Cartoon Network, and reprogrammed it to focus solely on animation.
Boomerang originally launched as a thematic cable channel in the US in April 2000, and is now widely distributed around the world.
It also follows the launch of FilmStruck, Turner’s first direct-to-consumer offering, which Turner Classic Movies operates.
“Boomerang is a beloved brand that has always had multi-generational appeal and some of the greatest animated shows ever created,” said Christina Miller, president, Cartoon Network, Boomerang and Adult Swim.
“Our on-going partnership with Warner Bros. around this new premium service continues our strategy of making sure our fans are engaged with fresh and fun content whenever and wherever they want it.”
“We are bringing the best new and classic characters to kids, families and animation fans so they can now watch their favourites anywhere, anytime on any screen,” said Craig Hunegs, president of business and strategy, Warner Bros. Television Group and president, Warner Bros. Digital Networks.