The Hub Rebranding to Discovery Family

After four years of attempting to go toe to toe with Nickelodeon, Disney, and Cartoon Network for the pre-teen demographic, Hasbro has thrown in the towel. The company is going to turn over controlling interest co-owner Discovery Communications who plans on rebranding the network as Discovery Family with a goal of going for a more all ages approach. The preliminary deal would allow Hasbro to retain control of programming a 9am to 3pm block to help with advertising their various toy lines but outside of that Discovery will be free to program the network under the new brand.

Considering both Nick, Disney and Cartoon Network has shown a renewed interest in focusing only on the 13 and younger crowd by cancelling or marginalizing their all ages programming (Legend of Korra, all DC cartoon, and bunch more that don't immediately come to mind), Discovery might be able to take advantage of a segment that simply isn't being serviced anymore - parents who want to watch TV and cartoons with their kids while pretending they are not hating every second of it.
Read More »