• Los Angeles Times, Wednesday, October 6, 2010 11:20 PM

The Hub, a channel aimed at kids that launches Sunday and is co-owned by cable giant Discovery Communications Inc. and Hasbro, is already in the crosshairs of media watchdogs. They fear the network's programming, with shows based on toy lines G.I. Joe, Transformers, My Little Pony and Pound Puppies, amounts to little more than plugs for Hasbro products, reports the Lo s Angeles Times.

 "The notion of a toy company owning a television channel for the sole purpose of promoting their toys is egregious practice," said Susan Linn, director of the Campaign for a Commercial-Free Childhood. Whether the network's ties to Hasbro will lead to greater scrutiny from lawmakers and regulators remains to be seen. The Federal Communications Commission limits the number of commercials aired during shows aimed at children ages 12 and younger. And during shows based on a toy or game, the FCC bars ads for that toy or game. Looking to ease an outcry, the Hub plans to carry six minutes of commercials per hour in shows aimed at preschoolers, well below the FCC's limit of 12 minutes on weekdays and 10.5 minutes on weekends.

The Hub is also in the news for airing a new comic book show, "The 99," per Comics  Beat.   President Obama made a special mention about "The 99" superheroes and its creator, Dr. Naif Al-Mutawa, in his recent speech at the Presidential Summit on Entrepreneurship held in Washington. The President commended "The 99" for capturing the imaginations of young people through the message of tolerance. The main character is a young boy in a wheelchair with superpowers. He happens to be Muslim. Having lost his legs in a landmine accident, The Silver Scorpion will now fight for peace.

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