Discovery Kids (US) to be rebranded The Hub (Hasbro/Discovery join venture) in

TV Arts



January 14, 2010   CONTACT:
Chris Finnegan: 301-742-3921
chris_finnegan @

--New Joint Venture Children’s Network to Launch in Fall 2010--

(Los Angeles, Calif.)—Discovery Communications-Hasbro Joint Venture
President and CEO Margaret Loesch today unveiled the official brand
and logo for the children’s network, set to launch in fall 2010.
Moving forward, the network will be known as "The Hub" and will reach
approximately 60 million homes on what is currently the Discovery Kids

"A hub is a place where great things come together—and that is
precisely what The Hub network will be when it launches," said Loesch.
"The Hub will be a fun and transformative destination that brings kids
and their families together by presenting clever stories and engaging

The Hub will offer young viewers and their families novel and
compelling content, ranging from new comedies and animated adventures
to live-action franchises and game shows—all celebrating the core
childhood concepts of fun and play. The network’s tone will be
thrilling, modern and dynamic, both on-air and online. These qualities
are represented by The Hub’s spiral logo, which symbolizes a catalyst
of action and imagination. In addition, the network will benefit from
the strong DNA of its two parent companies, Discovery and Hasbro,
which share a 50/50 partnership in the venture.

"Under the leadership of Margaret and her team, The Hub will be the
next great children’s media brand," said David Zaslav, President and
CEO of Discovery Communications. "The goal is to create a destination
for quality content, and we are confident The Hub can become a strong
home for an active and engaged audience."

"Hasbro is a company built on play, and Discovery was founded on
curiosity," said Brian Goldner, president and CEO of Hasbro. "The Hub
will have the resources of both partners as it goes about reimagining
the future of children’s entertainment."

Content on The Hub will feature rich storytelling with active,
multidimensional characters and unexpected heroes. The network will
tap into the best production talent in the industry for shows that
will reinvigorate children’s programming. Additionally, The Hub will
incorporate cherished Hasbro properties, including TRANSFORMERS and MY
LITTLE PONY, and popular Discovery Kids franchises such as ADVENTURE
CAMP and FLIGHT 29 DOWN as a part of a diverse and robust lineup of
original and acquired programming. The Hub’s online home,, will become an entertainment destination in its own
right, offering kids access to video clips, interactive games and
community features that extend the experience of the network’s

About The Hub
Announced in April 2009, the Hasbro, Inc., and Discovery
Communications multiplatform joint venture named The Hub will both
entertain and educate, featuring content drawn from Hasbro’s rich
portfolio of entertainment and educational properties built over the
past 90 years, including original programming for animation, game
shows, and live-action series and specials. The Hub’s network and
online presence will also include content from Discovery’s library of
award-winning children’s educational programming, as well as feature
extensive programming designed to entertain, enlighten, empower and
educate kids and families from leading third-party producers
worldwide. The Hub is expected to launch in fall 2010, reaching
approximately 60 million U.S. households on what is currently
Discovery Kids channel. The online home of The Hub is

About Hasbro
Hasbro, Inc. (NYSE:HAS) is a worldwide leader in children’s and family
leisure-time products and services, with a rich portfolio of brands
and entertainment properties that provides some of the highest quality
and most recognizable play and recreational experiences in the world.
As a brand-driven, consumer-focused global company, Hasbro brings to
market a range of toys, games and licensed products, from traditional
to high-tech and digital, under such powerful brand names as
CRANIUM and WIZARDS OF THE COAST. Come see how we inspire play through
our brands at © 2009 Hasbro, Inc. All Rights Reserved.

About Discovery Communications
Discovery Communications (Nasdaq: DISCA, DISCB, DISCK) is the world’s
number one nonfiction media company, reaching more than 1.5 billion
cumulative subscribers in over 170 countries. Discovery empowers
people to explore their world and satisfy their curiosity through 100-
plus worldwide networks, led by Discovery Channel, TLC, Animal Planet,
Science Channel, Planet Green, Investigation Discovery and HD Theater,
as well as leading consumer and educational products and services, and
a diversified portfolio of digital media services including For more information, please visit

Certain statements contained in this press release, including
statements related to the future expectations and timing for the
rebranding of the network, the types of content which the parties
currently plan to create and distribute via the network, and
expectations for the performance of the rebranded network, constitute
forward-looking statements. Such forward-looking statements are
subject to known and unknown risks and the actual actions or results
may differ from these current expectations. Factors which might cause
a difference between actual and expected events include: (i) greater
than expected costs or unexpected delays associated with the steps
necessary to rebrand the network, (ii) greater than expected costs or
unexpected delays related to the creation and development of content
for the network, (iii) changes in plans with respect to the future
content to be created for the network or the timing for its
development, or with respect to the branding and marketing for the
network, (iv) consumer interest in and acceptance of the network and
its programming, or in entertainment-related products associated with
the network, (v) the financial performance of the network and other
factors which impact the resources the network has available and/or
determines to spend on programming, advertising and marketing, (vi)
other factors which may lead to changes in the branding of the network
and/or the content to be developed for the network, as well as (vii)
other factors which are discussed in Hasbro’s and Discovery’s public
announcements and SEC filings. Neither party undertakes any obligation
to update these forward-looking statements for events occurring after
the date of this press release.


In Canada, Discovery Kids (Canada) was rebranded Nickelodeon (Canada)
on November 2nd, 2009. The category 1 diginet owned by Corus

Oh dear. The old "nobody's buying so let's change the logo" school of
management rears it's hopeless head again, and another huge pile of money is
flushed down the toilet.  :-\
Sounds to me like they are scrapping the educational content in favour
of half-hour toy commercials (cartoons) and kiddie sitcoms, so it's
more than just a logo change.
Seems like it.

They may be making other changes, but why change the name / logo ... it's a
complete waste of time and money, just like numerous other management idiots
who changed their company logos (usually to something completely irrelevant
and meaningless that any four year old could draw for the price of a

Down here in New Zealand we already have a kids after-school show called
"Studio2" which has a web messageboard called "The Hub" (or at least have
the last few years, they are returning from their Christmas break in March
this year!). This is usually featured on the show with user comments are
read out and posted questions asaked of guests, as well as the hosts and
guests logging on during and after the show.
I think NBC should go back to that 'N' logo.
You mean the "Stylized N" or the "Snake N"?  I was more for the
classic Snake NBC logo myself.
We lost Discovery Kids here in Canada to some lame Nickolodeon channel.
I'm only amused a toy company's getting involved with what's left down
That simply means even more shows will be little more than extended adverts
for the toys.
<shrug>  When I was a kid I thought those shows were some of the best

Since the people in the toy industry are just as hopelessly untalented as
those in the entertainment industry, all the old toys have been
resurrected - Rubicks Cubes, Smurfs, Care Bears, etc. are all making a
reappearance, so that will probably mean (even more) old cartoon shows
reappearing ... BUT the morons in Hollyweird will of course insist on making
stupid, ill-fitting changes. There is already a movie coming for The Smurfs
as well as some incredibly silly movies based on various board games and
even a ViewMaster movie.  :-\
That might not be a bad thing - IINM, the older (campy) Batman and Super-
Friends series were reinvented as Batman:TAS and Justice League 
(Unlimited) and they were good in their own right (episodes like Mudslide 
and Hunter's Moon, aside). }X^Þ

(Need I mention that Fairly Oddparents is better than Wishkid by a mile?)

*refrains from digging up memories of Captain N and Video Power*

Note to the animation studios and networks --

A lot has changed in the gaming franchises' storylines over the last few 
years so it would help if liberties in the writing and art/animation 
departments were fewer/more carefully applied.

(Alucard does **NOT** ride a skateboard!!1!) >_<

Robot Chicken actually covered this already. (but not Earthworm Jim?)

Still, I can see the reason(s) for your concern - after rewatching some 
of the shows I enjoyed during my childhood, I had to wonder what was in 
the cereals I ate. (Rubik, the Amazing Cube = *ape puke*)

It would be nice to have (a modern version of) Saturday Supercade return 
to the airwaves but something akin to (or better than) B:TAS, Daria, 
Downtown, Megas XLR and Juniper Lee would be preferable.

'Da Kidses' aren't as 'dumb' as they used to be (in the marketing 
departments' morbidly-twisted little minds).

who also thinks that conjoined girls (among other 'sexy freaks') should 
be the next 'adult block' focus.

(Male main characters = seriously overused) -_-!
Still, ViewMaster has been around for quite a long time, and the
Smurfs weren't essentially allocated to the 1980's anyway.
In article 

I have no idea if they kept the originals or if the technology would 
support it, but I'd love to see a book of high quality prints of 
ViewMaster images.  They took lots of great shots of stuff like old TV 
shows that we never saw anyplace else.

I've still got an old Viewmaster and some reels, including some TV show ones
like Batman.  :-)

You can of course get a projector unit for the reels, so it probably
wouldn't be that hard for some techno-whizz to build / modify something that
plugs into the computer to scan the images off the reels.
I was thinking along a similar line.

Kids today don't know what it was like back then, and the Viewmaster
is another of those things we had to compensate for the lack of VCRs.
You couldn't get a tv show or movie to watch at home at your desire,
but you could buy a Viewmaster real to have something of the show
that you could see on demand.  And yes, the medium was pretty neat
since it had depth, unlike tv.

I had one, I'm sure I asked for it for Christmas one year, yet it
wasn't something I made much use of.  It came with one or more sample 
wheels, and I must have bought one or two after that, but that was it.
I guess I was more interested in buying Major Matt Mason stuff, or maybe
I got it late enough that my interests were by then elsewhere.

If they made a Viewmaster today (I'm assuming the original is no
longer in production, but I don't spend that much time in the toy
department anymore), it would be a pair of "sunglasses" to put on
and then a small remote box that would take microSD cards.  There
was a time when the display device of the future was supposed to be
in the form of glasses, giving you a small yet full display by having it 
close to your eyes, and that would allow for 3D.  You'd buy the "wheels"
in microSD cards, read only.

Oh, sure it is:
With 3D TV being shown at the recent CES show in America and various
companies planning to be selling them very soon (alongside 3D Blu-ray
players of course) and some networks planning 3D broadcasts, it won't be
that many years before 3D TV is in many homes. Then kids will get some idea,
except it will also move.

ViewMaster never really stopped being made. It just faded. You can still buy
updated ViewMaster viewers and reels "in all good toy stores", plus there
were projectors made so you can watch the reels in a group on a larger area
like a bedroom wall. The newer viewers come with a built-in light so you no
longer have to hold them up to a window / lamp / sun to view the reels. You
also of course can now get reels for newer stuff like Toy Story, Cars, etc.
Well, if by 'newer' you mean '1958' which is when they introduced the 
lighted models.  8-D

I didn't realise they were that old. I thought they camne along with the
re-design of the viewer to a more rounded version (probably so kids couldn't
hurt themselves on the corners).
I had the "Talking" Viewmaster.  It was perhaps the bulkiest one of all. 
  The Talking VM reels had a free-spinning phonograph disc attached to 
each, made of clear plastic.
I had one too!
I remember seeing those at stores - they seemed huge - although I've 
never heard one.

If they were smart, they'd make a cheap digital camera capable of taking 
stereoscopic images.  You could hook it up to your "digital viewmaster" and 
make your own 3D images.

ViewMaster hasn't really stopped, just become less popular than it once was
... but stil, how do you make any kind of sensible movie based on it?!?!?

Smurfs too never really stopped (the figurines were still being produced,
although is less quantities and difficult to find in normal toy stores), but
again weren't as popular. With the "nostalgia" fad they are being brough
back with new toys in shops, the still in production live-action x CGI
movie, and even the old promotional idea of being able to buy Smurf
figurines at BP petrol stations being floated here in New Zealand in a
recent survey.
Opening title rolls...

    You see Muslim terrorists (a redundant statement) readying explosives to 
destory the Big Ben clock tower.  A male preteen is using a DIGITAL 
VIEWMASTER (seriously these are long overdue) with a SD memory card in 
London city to help with his book report about the current American war in 
Africa in defense of the African Christians.  A cute preteen girl comes by 
and says, "Oh I see you're using a DIGITAL VIEWMASTER.  How novel.  Have you 
tried it with an EYE-FI WIFI SD memory card yet?"

    The boy says, "I never thought of that.  What would I see?"

    The cute preteen girl says, "Try it.  I've uploaded a WIFI network 
sniffer program to tune into stray WIFI unencrypted camera networks."

    The preteen boy powers down the DIGITAL VIEWMASTER, places the EYE-FI 
WIFI SD memory card into the DIGITAL VIEWMASTER, begins to switch between 
various security cameras, notebook cameras, cellphone cameras, and then he 
sees Big Ben and zooms in.  He sees the Muslim terrorists at work and tells 
the girl to look at this.  She says, "Oh my God!  They're going to blow up 
Big Ben!!!  I've got to pipe this to my iPhone and call the police."

    Then we find out that despite uploading a video to the police, Big Ben 
still is going to be blown up because a Muslim UK politician is conspiring 
with Muslims in the "Home Office" (seriously they named the head office of 
their national security to be the "Home Office" [sounds like another lame 
Microsoft product]) to cover up the plot so as to kill off some anti-Muslim 
politician as well as hide their other anti-human terrorist goals.

    The movie continues as a droll mockery of British security, Muslim 
extremism, Muslim scheming, incompetent dishonest chickenshit USELESS lazy 
British police officers (again I redundantly have to state the obvious), 
whiny UK "Home Owners Associations", and blithering incompetence in the face 
of a serious threat to the English way of life.  Meanwhile the kids are 
having continual dialogs about, "What happened to the English staunch 
bravery in the face of terror?  This is the nation known for James Bond, why 
are little useless idiot garbage collectors being tolerated when they fine 
homeowners $1000 for putting their trash out an hour early?  Why are we 
supporting so many welfare leeching morons through public assistance when 
the generosity will never be returned by those ASBO Chavs or their sneering 

Wow! I didn't know we had a real Hollyweird scriptwriter in here.  ;-)
Although you missed out the bit where the two kids get sucked into the
Viewmaster and go through various adventures within the reels.
They're not selling those things to kids.  They're selling them to the
parents of those kids.  The parents grew up when Smurfs, etc., were
popular.  That popularity won't transfer, but in the meantime someone
will sell a lot of Smurfs.

The boomer generation reached adulthood, had kids, and quickly became
engulfed by the same kind of nostalgia wave, with products featuring
Winky Dink and so on.  They bought them, the kids didn't play with
them, and all of it soon went away.
No doubt!  It's all about raping our childhoods!

True enough (I could never really get into the same stuff my mom had
in her youth, but I've grown to appreciate what we lost in society).