• by David Goetzl , July 19, 2010

Discovery's fleet of networks will soon serve as a platform to generate hubbub around the launch of the new kids' channel with Hasbro. Other pre-launch initiatives for The Hub include messaging on the packaging of Hasbro products, and a multimillion-dollar ad campaign that will last into early 2011.

Speaking on an earnings call Monday, Hasbro CEO Brian Goldner offered the scant details about Hub marketing. He said the network is on schedule to debut Oct. 10 in 60 million homes with an HD feed planned.

The Hub is a joint venture between Discovery and the toy company that includes the channel and minority ownership in Hasbro.com.

Discovery is counting on it to resuscitate its Discovery Kids Network, while Hasbro is looking for a new revenue stream and sales driver for products from Transformers to Chuck My Talking Truck related to programming. It believes the venture can infuse it with $300 million in incremental toys and game sales.

Among the toy company's commitments are five annual $25 million royalty payments to the venture related to product sales; a second is scheduled to be made later this year.

Goldner said the network -- targeting kids 12 and under and their families -- has interested advertisers with "an opportunity to reach a wide cross-section of viewers, including adults, moms, families and kids."

Plans call for a preschool block in the mornings, an afternoon lineup for kids ages 6 to 12 and family-oriented prime time.

Hasbro has created a studio arm to produce programming for the network, accounting for seven shows at launch. The studio will allow Hasbro to double-dip by also distributing the shows internationally, looking to move product elsewhere, too.