Variety reports that the Hub will, as previously rumored, become the Discovery Family Channel on October 13th. Discovery will be taking a majority share in the network, but Hasbro will retain a daytime block of programming for its shows such as Transformers Rescue Bots, My Little Pony: Friendship is Magic, and presumably the upcoming Transformers Robots In Disguise. Keep reading for more details!
Variety also reports that the move will give Hasbro added flexibility in offering its shows on other on-demand platforms like Netflix, which is where more kids' TV is now viewed. As Mister Rogers predicted when he defended VCRs to Congress, the ability to decide exactly what your children see and when is a powerful one indeed.
At the same time, Discovery’s research showed that the Hub attracts a healthy “co-viewing” audience of kids and adults watching together in primetime. With the brand overhaul, the plan is to program original series designed to appeal to multigenerational family auds in primetime. The partners see an opening for a channel that is consistently focused on drawing multigenerational viewers in primetime.
Hasbro, meanwhile, gains more flexibility to sell new and existing shows to digital outlets such as Netflix and Amazon. Kidvid is a huge component of overall viewing for the SVOD heavyweights, even though it doesn’t get nearly as much attention in pop culture as original series aimed at adults.
Kinda sad...wonder why they couldn't have just prefixed 'Discovery' before Hub Network? Oh well...
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