C21 Media: MVTV to keep Boomerang on air in Thailand following deal with Warner Bros Discovery

Story from C21 Media:

Warner Bros Discovery and MVTV have agreed a deal that will keep kids’ and family channel Boomerang on air in Thailand after it had been set to go dark.

As of today, MVTV will be responsible for all local marketing, programming, ad sales and distribution of the channel on cable and satellite TV platforms in Thailand following the agreement with Warner Bros Discovery.

Reports emerged last month that Boomerang would go dark in Thailand as a result of Warner Bros Discovery’s plans to phase out the channel across South-east Asia, Taiwan and Hong Kong and replace it with preschool channel Cartoonito.

A new content licensing deal has been agreed between Warner Bros Discovery and MVTV, which means the channel will continue to heavily feature original titles from Cartoon Network and Warner Bros Animation.

The two said a “new slate of programming” would be coming soon, pointing to forthcoming Warner Bros Discovery series such as preschool shows Batwheels and Bugs Bunny Builders, which will premiere in the coming months.

Boomerang’s current slate in Thailand includes The Powerpuff Girls, Justice League Action, Be Cool, Scooby-Doo, Teen Titans Go!, Ben 10, Tom & Jerry in New York and We Baby Bears.

Boomerang is Thailand’s number one rated channel with kids aged between four and 14 and also ranks as the country’s number one cable satellite channel, reaching more than 13 million viewers every month, according to Nielsen Thailand.

Warner Bros Discovery’s regional feeds for Cartoon Network and Cartoonito in South-east Asia are unaffected, with these channels also available in Thailand on other pay TV platforms.

Shonali Bedi, head of affiliate distribution and digital partnerships for South-east Asia and Hong Kong at Warner Bros Discovery, said: “MVTV is an experienced channel operator and Boomerang will continue to build on its leadership position in the freesat space. Our deep library of animated content has proved to be a hit time and again for local audiences – and with new titles constantly being added to the mix, it’s a compelling entertainment offering for cartoon fans.”

Worawut Tavipvoradech, MD at MVTV, added: “Our mission is to operate the channel as a gift for Thai kids. For the past decade, a generation of kids has grown up with Boomerang – laughing along with their families to its unique sense of entertainment and brand of humour.

“We are looking forward to continuing this by offering a great viewing experience, organising events and creating compelling opportunities for advertisers looking to reach a large and engaged audience base.”