• by Wayne Friedman , January 14, 2010

The new Discovery Communications-Hasbro kids cable network now has a name -- The Hub. The network is set to launch in fall of 2010 with 60 million homes, replacing the current Discovery Kids network.

Discovery and toymaker Hasbro are 50-50 partners in the venture, a deal that was announced in April 2009.

Margaret Loesch, president and CEO of the network, said: "The Hub will be a fun and transformative destination that brings kids and their families together by presenting clever stories and engaging characters."

The Hub will feature comedy and animated adventures, as well as live-action franchises and game shows. It will also program a number of Hasbro-owned TV properties to round out its schedule, including "Transformers" and "My Little Pony," as well as shows carried over from Discovery Kids: "Adventure Camp" and "Flight 29 Down."

"Hasbro is a company built on play, and Discovery was founded on curiosity," stated Brian Goldner, president and CEO of Hasbro. "The Hub will have the resources of both partners as it goes about reimagining the future of children's entertainment."

As with other kids' entertainment properties, the Discovery/Hasbro network will have a big digital Web area, called Hubworld.com, where kids can access video clips, interactive games and community features that extend the experience of the network's content.