Answering the call to provide a deeper branded and original content offering for kids across platforms, Turner Broadcasting in the US is set to launch a new portfolio of original web content for CartoonNetwork.com on March 31 and will introduce ads to its 24-hour kidsnet Boomerang in the US.

Part of the new changes will also see Adult Swim begin broadcasting an hour earlier at 8 p.m. Monday to Sunday from March 31. Although it loses an hour of daily overall airtime, CN will continue to air its two-hour ‘early prime’ schedule which includes hit series Regular Show and Adventure Time from 6 to 8 p.m.

To better complement Cartoon Network’s on-air programming, a brand new slate of original content including shorts, interstitials, free games and short-form and traditional series will head to CartoonNetwork.com and its additional digital platforms at the end of next month.

Specific titles will be announced closer to March 31 while CN will present on-air messaging to promote the new digital content that will be available for online, tablet, phone and On Demand streaming.

For Boomerang, which made its US debut as a commercial-free network in April 2000 featuring toons from Hanna-Barbera, MGM and Warner Bros., Turner’s new strategy will align the network globally across its 13 international feeds as a family co-viewing destination for classic and contemporary cartoons and, for the first time, offer advertising and promotional opportunities in the US this year.