The network's logo since October 13, 2014; currently used as a on-screen bug and in older promotional advertising. The newer logo below, inaugurated in 2024, is used in promotions and as an electronic program guide identifier.
The channel was launched on October 22, 1996 by Discovery Communications (later Discovery, Inc.) as Discovery Kids Channel (later Discovery Kids), a child-oriented offshoot of Discovery Channel featuring science, nature, and adventure-themed programs. In 2010, Discovery Kids was re-launched as The Hub (later Hub Network) through a joint venture with Hasbro led by veteran executive Margaret Loesch. The re-launch pivoted the channel towards a general entertainment format, with dayparts targeting preschool, youth, and family audiences. Hasbro-owned properties served as the basis for several of The Hub's original programs, including game shows based on its board games and animated series linked to toy lines like My Little Pony, Littlest Pet Shop,Pound Puppies, Transformers, and Kaijudo.
After Loesch resigned in 2014, Discovery acquired a larger stake in the Hub Network and rebranded it as Discovery Family; while Hasbro continued to program the channel's daytime lineup, its primetime lineup now features a mixture of series from Discovery's other networks. The 2022 merger of Discovery, Inc. with WarnerMedia to form Warner Bros. Discovery has brought Discovery Family under common ownership with Cartoon Network; Michael Ouweleen oversees both channels.
As of November2023[update], Discovery Family is available to approximately 28 million pay television households in the United States — down from its peak of 73 million households in 2013.[2]
History
As Discovery Kids (1996–2010)
First logo used from October 22, 1996 until 1997Logo used from 1997 to 2001. Shown here is the logo from 2002 to 2009 in Latin America.
Discovery Communications launched Discovery Kids Channel on October 22, 1996,[1] as part of a suite of four new digital cable channels that included Discovery Travel & Living Network, Discovery Civilization Network, and Discovery Science Network.[3][4] Upon its launch, the channel primarily offered adventure, nature, and science-themed programs aimed towards a children's audience between ages 6 and 11.[5] Marjorie Kaplan, the network's senior vice president, explained that the creation of Discovery Kids Channel was influenced primarily by children, who were watching its parent network's programming together with their parents.[6]
From 1996 to 2000, Discovery Kids Channel was carried by only a select few cable television providers. In 2001, the channel shortened its name to Discovery Kids and, by the end of the year, was carried in at least 15 million homes.[5] In September 2001, a Canadian version of Discovery Kids was launched in partnership with Corus Entertainment.[7]
In December 2001, Discovery Kids announced a partnership with NBC, in which it would produce a new Saturday morning block for the network known as Discovery Kids on NBC, beginning in September 2002. The block replaced TNBC, a teen-oriented block consisting of live-action shows and sitcoms, and featured programming that met the educational programming guidelines from the U.S. Federal Communications Commission (FCC). It included new original series (such as the reality television series Endurance), existing Discovery Kids programming, and children's spin-offs of programs from sister networks, such as Animal Planet and Discovery Channel.[8]
With the launch of the new block, Discovery Kids also branched out into original animated programming with the premieres of Kenny the Shark and Tutenstein.[9][10] In March 2006, Discovery declined to renew its contract with NBC for its Saturday morning block, citing a desire to focus exclusively on the Discovery Kids channel. Since the launch of the NBC block, Discovery Kids had grown its cable carriage to over 43 million homes.[11] NBC would replace the Discovery Kids block with Qubo in September 2006.[12]
As The Hub / Hub Network (2010–2014)
The Hub's original logo, used until 2014. A variant with the text "Network" was introduced in 2013.
Development
On April 30, 2009, toy manufacturer and media company Hasbro announced that it would form a joint venture with Discovery Communications to re-launch Discovery Kids as a new, family-oriented television channel. Hasbro paid $300 million for a 50% ownership stake in the channel, along with an additional investment of $371,783,000 in the joint venture.[13]
Under the arrangement, Discovery would oversee advertising sales and distribution for the new channel, while Hasbro would be in charge of acquiring and producing programming. While the network aimed to maintain educational series (including those carried over from Discovery Kids), plans called for original programs based on Hasbro-owned franchises, such as G.I. Joe, My Little Pony, Transformers, as well as game shows adapted from its board game brands.[14][15][16] Discovery believed that partnering with Hasbro would attract better-quality advertisers to the channel.[17]
In January 2010, Discovery and Hasbro announced that the new network would be known as The Hub; two months later, the companies announced that The Hub would launch on October 10. Its first branding was developed by Troika Design Group, and built around a logo nicknamed the "hubble"—designed to embody a "catalyst of action and imagination". The final logo design was the result of numerous drafts by Troika designers, some of which incorporated typography similar to Hasbro's logo.[17][20]
In compliance with the Children's Television Act (CTA), The Hub was to air six minutes of advertisements per hour during programs aimed at preschoolers, a minimum of 12 minutes per hour during weekday programming, and a minimum of 10.5 minutes on weekends. Throughout the week, the channel would air 10.5 minutes of advertisements per hour, a policy carried over from the Discovery Kids era.[21][22] The Hub planned to sell advertising space to toy companies aside from Hasbro; as reported by Advertising Age in May 2010, the channel was even in talks with Mattel, a major competitor to Hasbro in the toy industry.[21] The Hub, however, also planned to restrict specific categories of advertisements, particularly those promoting junk food and products high in sugar.[25]
A vocal opponent of The Hub was the Campaign for a Commercial-Free Childhood (CCFC), founded by Susan Linn, who expressed concern that Hasbro would exploit the channel as a marketing vehicle for its products. Ahead of the re-launch, the CCFC called the project an "infomercial" and stated they would closely monitor the channel.[17] At the announcement of Discovery and Hasbro's joint venture in April 2009, Linn declared that it would "make a mockery of existing ad limits and the current prohibition of product placement in children's television".[14] She reiterated this sentiment days before the re-launch, telling the Los Angeles Times that "[t]he notion of a toy company owning a television channel for the sole purpose of promoting their toys is egregious practice".[22] In response, Loesch stated that The Hub's goal was to be "vibrant" and "diverse" in its programming, and pointed out that animated series not commissioned by toy companies would still see their merchandise released regardless.[25] Loesch also said that Hasbro was partnering with Discovery Communications for the channel, and declared "we have programming from them and are using their DNA".[22]
In a June 2011 debt filing with the Securities and Exchange Commission, Discovery Communications indicated that the channel may be worth less than recently believed, based on low viewership figures. The management of The Hub subsequently underwent a fair value analysis of the channel. A Discovery Communications spokesperson considered the action to be "a pro-forma accounting exercise", and noted that Discovery felt "very positive and encouraged by The Hub's early days' performance, and ability to grow its audience in the future."[28][29]
Final Hub Network logo, used from January 13 to October 13, 2014.
In March 2013, The Hub picked up Stan Lee's Mighty 7, an animated pilot film that aired on February 1, 2014. The network also began to phase in an amended branding as the Hub Network.[30] On January 13, 2014, Hub Network introduced an updated logo and a new imaging campaign, "Making Family Fun", which was developed by the Los Angeles–based agency Oishii Creative.[31]
As Discovery Family (2014–present)
On June 12, 2014, it was reported that Margaret Loesch would resign from her role as Hub Network president and CEO by the end of the year.[32] On September 17, 2014, The Wall Street Journal reported that Discovery Communications was preparing to acquire a controlling stake in Hub Network from Hasbro, then rebrand it as Discovery Family. Along with Discovery's CFO Andrew Warren, Hasbro staff acknowledged that increasing competition in the children's media landscape ― especially by subscription video-on-demand services such as Netflix — had affected the network's overall performance and Hasbro's original content.[33][34][35] As it was majority-owned by a competitor, other major toy companies such as Mattel refused to purchase advertising time on Hub Network, affecting its ability to air advertising that targeted its main audience; by 2014, the network had made only $9 million per year. Discovery staff was also unable to display a full commitment to Hub Network's operation, due to factors such as the troubled launch of the Oprah Winfrey Network. Believing that they had overvalued its stake in the venture, Hasbro decided to cede the operation of the network to Discovery so it could focus more on content, and its core toy business.[35]
Discovery and Hasbro publicly announced the rebranding on September 25, 2014. Hasbro's CEO Brian Goldner explained that Discovery Family would be the "next chapter" in its joint venture with Discovery, "[combining] highly rated award-winning storytelling around Hasbro's brands and Discovery's most popular non-fiction shows that appeal to both children and families alike." Hub Network was re-launched as Discovery Family on October 13, 2014 — just over four years since the earlier re-launch as The Hub. With these changes, Discovery Communications now held a 60% stake in the joint venture; Hasbro retained a 40% stake and continued to program Discovery Family's daytime lineup with children's programming. Following the re-launch, the network's primetime lineup was replaced by reruns of family-oriented, factual programming from Discovery Channel's library.[36] Henry Schleiff (who oversaw sister networks such as Destination America and Investigation Discovery) led the re-launched network, with Tom Cosgrove (who previously served as CEO of Discovery Channel and Science) as general manager.[36]
In re-launching Hub Network, Discovery executives noted there would be a larger emphasis on programming of interest to both children and their parents; Warren argued that since ABC Family had become, in his opinion, aimed towards teenage girls, there was a gap in the broadcasting industry for a new, family-oriented network.[33][34] With these shifts in the network's operation, it was announced on October 7, 2014 that the Transformers: Prime follow-up Transformers: Robots in Disguise, which was initially announced for Hub Network, would instead air on Cartoon Network (whose parent company would later merge with Discovery).[37] Hasbro Studios president Stephen Davis felt that Cartoon Network was a more appropriate home for a Transformers series due to its male-oriented demographics,[35] describing Hub Network's lineup as "traditionally skewed towards girls".[37] Other recent Transformersanimated series preceding The Hub's launch had aired on Cartoon Network.[38][37] Davis remarked that Hasbro was still "100% committed" to its joint venture with Discovery.[38] Despite the move for Robots in Disguise, fellow Hub Network Transformers series Transformers: Rescue Bots remained on Discovery Family for its third season.[39]
Warner Bros. Discovery era
On February 7, 2022, Hasbro CFO Deborah Thomas stated that the company was exploring strategic alternatives for its stake in the channel, citing the growing shift towards cord cutting and streaming services. She noted that the channel had been a "terrific investment" that had "driven over a $1 billion in revenue for the company", but that there had been "changes" in the cable industry since. These discussions came ahead of the then-upcoming merger of Discovery, Inc. with WarnerMedia to form Warner Bros. Discovery, a transaction which brought Discovery Family into the Entertainment Group division of Warner Bros. Discovery Networks.[40][41]
Following the merger, Discovery Family was placed under the oversight of Cartoon Network's president Michael Ouweleen.[42] Despite Hasbro's 2021 annual report reporting that its licensing agreement to produce and broadcast new television shows on the channel ended in 2021,[43] the next annual report stated that its operating agreement with Discovery was renewed to run until March 31, 2025, though this was filed months before Hasbro spun off its non-children's entertainment assets and instituted layoffs.[44] According to Warner Bros. Discovery's 2022 annual report, neither that company nor Hasbro took any action regarding the latter's 40% interest in Discovery Family within 2022, when the decision was originally due.[45]
Despite continuous financial losses on the channel, Hasbro did not exercise the right by the election period expiration date of March 31, 2025, and the company's noncontrolling interest was "reclassified from redeemable noncontrolling interest to noncontrolling interest outside of stockholders' equity on the Company's consolidated balance sheets".[46]
Following the re-launch as Discovery Family in October 2014, the channel began carrying science and nature-related programs from Discovery Channel during primetime, such as Africa, Extreme Engineering: Big Reveals, Flying Wild Alaska, and Time Warp.[36] Original programs have also been commissioned for this time slot, including Bake It Like Buddy, From Wags to Riches with Bill Berloni, My Dog's Crazy Animal Friends, Reno, Set, Go!, Secrets of America's Favorite Places, and the ninth season of Cake Boss.
Based on numbers from Nielsen, Variety ranked Discovery Family as the 132nd most-watched broadcast or cable network in the United States in 2022 based on total viewership.[53]
On March 31, 2016, the pan-EMEA version of Discovery World was re-launched as a regional version of Discovery Family.[54]
On September 14, 2017, a French version of Discovery Family was launched exclusively for SFR TV subscribers, as a part of a deal between Altice (the parent company of SFR) and Discovery, Inc.[55] Unlike its American counterpart, the channel did not include children's programming in its schedule. The channel shut down on 29 March 2022.[56]
See also
K2 (TV channel): Italian equivalent with a similar scheduling strategy.
12Hillier, Barry (October 1, 1996). "Discovery discovers kids". Kidscreen. Archived from the original on May 15, 2025. Retrieved May 15, 2025. Discovery Networks, U.S. will launch the Discovery Kids network, a new 24-hour digital channel, beginning October 22.
↑Parsons, Patrick (2008). Blue Skies: A History of Cable Television. Philadelphia: Temple University Press. ISBN978-1592137060.
↑Kirchdoerffer, Ed (April 1, 1999). "Digital Play in the U.S. of A."Realscreen. Archived from the original on April 20, 2023. Retrieved September 17, 2023. Discovery was the first non-fiction channel to embrace digital cable services. Home & Leisure, Science, Civilization, and Kids launched in October 1996.
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