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TCA 2010: Discovery-Hasbro Dub Kids Network: The Hub

The Discovery Communications-Hasbro Inc. kids-targeted cable network venture has a new name - The Hub.

The network, a 50/50 venture between Discovery and toy maker Hasbro that will replace the Discovery Kids channel, will target 3- to 12-year-olds when it launches this fall..

"We think the name reflects our values," said network president and CEO Margret Loesch this morning during Discovery Commmunications' TCA Winter Tour presentation."A hub is a place where great things come together -- and this is precisely what The Hub network will be when it launches."

Content on The Hub will feature rich storytelling with active, multidimensional characters and unexpected heroes. In addition to reaching out to the best producers in the industry for new fare, The Hub will feature such notable Hasbro properties as Transformers and My Little Pony, plus popular Discovery Kids franchises such as Adventure Camp and Flight 29 Down.

The network's online site,, aspired to become its own entertainment destination, as it will afford kids access to video clips, interactive games and community features that extend the experience of the service's content.

R. Thomas Umstead
R. Thomas Umstead

R. Thomas Umstead serves as senior content producer, programming for Multichannel News, Broadcasting + Cable and Next TV. During his more than 30-year career as a print and online journalist, Umstead has written articles on a variety of subjects ranging from TV technology, marketing and sports production to content distribution and development. He has provided expert commentary on television issues and trends for such TV, print, radio and streaming outlets as Fox News, CNBC, the Today show, USA Today, The New York Times and National Public Radio. Umstead has also filmed, produced and edited more than 100 original video interviews, profiles and news reports featuring key cable television executives as well as entertainers and celebrity personalities.