New children’s TV channel debuts

Associated Press

NEW YORK

The Discovery Kids channel disappears this weekend, and in its place will appear The Hub, a new television network backed by toy maker Hasbro that is focusing on a 6-year-old to 11-year-old audience.

The Hub debuts today at 10 a.m.

“This is the last great opportunity to launch a great kids’ business,” said Margaret Loesch, the network’s CEO. The veteran television executive helped start up Fox’s children’s business.

Discovery Kids is seen in about 60 million U.S. homes with cable and satellite, slightly more than half the homes with TV. Unhappy with the ratings, Discovery Communications accepted $300 million from Hasbro Inc. last year to start over in a joint venture. It’s virtually impossible these days for any new network to start with that many homes unless it is taking the space of an old one.

Hasbro will contribute “Transformers Prime” and “My Little Pony: Friendship is Magic” programs based on characters that are also Hasbro toys.

Other shows include Jim Henson’s “Fraggle Rock,” “Meerkat Manor,” “Men in Black,” “Strawberry Shortcake Berry Bitty Adventures,” “The Twisted Whiskers Show” and “Batman Beyond.” Early testing showed enthusiasm for “Family Game Night,” a prime-time show designed to bring youngsters and their parents together to watch competition in games such as “Sorry” and “Operation.”

Loesch said she believes popular children’s’ networks Nickelodeon and The Disney Channel are starting to offer more programming aimed at a teen and tween audience, leaving a chance to gain a foothold among younger viewers.

“I think they’ll be successful,” said Derek Baine, a senior analyst at SNL Kagan, who focuses on cable network businesses.