Boomerang, Turner Broadcasting's top-rating cartoon channel and UK home of Scooby-Doo and Tom & Jerry, is being given a brand new look with its best loved characters taking centre stage.

Boomerang is the UK's highest rating commercial children's channel for 4 to 9 year old kids with a unique library of Hanna Barbera and Looney Tunes cartoons. The reface aims to make the channel more accessible and appealing to its large pre-school audience whilst also creating a fun environment for viewers of all ages to watch its amazing line-up of hit shows which include Tom & Jerry, The Flintstones, Wacky Races and Sylvester & Tweety.

The new-look Boomerang will involve its characters communicating directly with viewers to transport them away from reality and into a cartoon world of their own. This has involved creating brand new animation for more than 30 of the UK's best-loved cartoon characters including Scooby-Doo, Bugs Bunny, Daffy Duck and Road Runner.

Created in-house at Turner Broadcasting, the reface has been 12 months in production and has involved an overhaul of the entire Boomerang brand including both on and off-air communication from the new channel logo, on-air bug, signature tune, idents and promos too all print executions, a brand new dedicated website and the soon-to-launch Boomerang magazine, Toonerang.

Launching in the UK on 13 September 2004, the refresh will also roll out across Europe at a later date.

Senior Vice President and General Manager Richard Kilgarriff said: "Boomerang needed a cosmetic boost to give its content a more contemporary look and feel. The in-house team headed by Art Director, Henry Bell and Creative Director Peter Drake have done a great job of working with the characters to make this happen."

Boomerang UK Channel Manager Dan Balaam commented: "Working with cartoon veterans such as Scooby-Doo and Bugs Bunny ensures that there is always something seriously funny on Boomerang. We feel it is really important to make our toons attractive to new generations by giving their home a makeover and taking Boomerang into the 21st century."

Boomerang shows timeless favourites such as Scooby Doo, Tom and Jerry, Looney Tunes, Snoopy and The Flintstones. Boomerang is cartoon entertainment for the whole family, bringing much-loved toon stars to a whole new generation of viewers. Cartoon Network, Cartoon Network +, Boomerang and Toonami together make up the highest rated group of kids channels in the UK.

Turner Broadcasting System (TBS) Europe, delivers some of the world's most successful and well-known news and entertainment brands - Cartoon Network, Boomerang, Toonami, TCM (Turner Classic Movies) and CNN International - across almost 100 countries in Europe, Africa and the Middle East. Turner Broadcasting System Europe Limited is a Time Warner Company.