The HubKids Cable Network 3/07/2011 12:01:00 AM Eastern
In the crowded marketplace for children’s programming, new
network The Hub is positioning itself to be just that—a go-to
destination on TV for kids and their families.
The Discovery Communications-
Hasbro joint venture bowed in
October as the rebranding
of Discovery Kids to 60
million U.S. households,
with marquee properties
like My Little Pony
and Transformers Prime
in its portfolio.
That’s the point, says
The Hub president/CEO.
“We have so many shows
with high brand awareness
that parents watched when they
were kids and are now excited to pass
along and share with their children,” Loesch says.
So far, so good. Since October, The Hub has consistently delivered
the highest percentages of co-viewing by parents and kids
in key demos among all kids cable networks. And with the Feb.
11 debut of Transformers Prime marking the net’s best series premiere
to date (including quadruple-digit increases across all of
its key demos), it looks like The Hub will do some transforming
of its own in the world of kids TV in 2011.