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Will Hasbro’s Hub Find Its Audience?

by  in TV News Comment

We’re just over a month away from the launch of The Hub, a new network co-owned by the Discovery Channel and Hasbro. But just who is the new channel actually aimed at?

The Hub replaces Discovery Kids, and Discovery Communications CEO David Zaslav knows who he considers the new channel’s competitors:

We know Disney is a great company, Cartoon [Network] does a great job, and Nickelodeon is good at what they do, [but] I think it’s gonna be bigger than even I expected… There’s space for us in the market, and we’re really going to hit it hard.

But with shows centering around Hasbro properties created more than 20 years ago – Transformers and GI Joe will both be there, as well as My Little Pony and Strawberry Shortcake – I can’t help but wonder if the channel is also hoping for some Nick At Nite-style nostalgia to lure in the all-important 18-34 demographic, as well (Rerunning shows like Fraggle Rock doesn’t hurt that idea, it has to be said). I know that I fall way outside the target demo, but I’m still curious enough to try and catch some Transformers or Joe – and if they’re not hoping to catch adults hoping to relive some part of their childhood, then why keep broadcasting until 11pm? Are kids really staying up that late these days…?