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Discovery and Hasbro name new kids channel 'The Hub'

January 14, 2010 | 11:36 am

Cable programming giant Discovery Communications and Hasbro Inc., who are teaming up to launch a kids channel later this year, are calling the network "The Hub."

Margaret Loesch, a kids-programming veteran who was tapped last year to become president and chief executive of the channel, said she thought there was a significant opportunity for the network despite the strength of incumbents Nickelodeon, Disney Channel and Cartoon Network.

The Hub will target primarily the 6-12 age demographic. Loesch said the other networks were focused either on teens or kids in preschool and that there was a niche for her network to exploit. 

Loesch said the channel will have an eclectic schedule but did not provide details beyond saying it would be a mix of animation and live-action fare.

The Hub is taking over the channel space that was occupied by Discovery Kids and will launch in roughly 60-million homes in the fall.  There has been concern from children's advocacy groups that the connection with Hasbro will mean the channel will be focused more on selling toys than in enlightening children.

-- Joe Flint

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