Discovery Communications has acquired 10% of The Hub from its partner Hasbro, and plans to change the name and the evening programming in a rebranding.  Hasbro bought into Discovery Kids in 2009, paying $300 million and a share of its streaming operation for half of what was then Discovery Kids (see "Hasbro Buys into Discovery Kids"). 

Daytime programming is a showcase for shows featuring Hasbro brands (such as My Little Pony, G.I. Joe, Transformers) and other kids programming, such as Strawberry Shortcake, Sabrina the Teenage Witch, and that will continue.  But the channel is being rebranded to Discovery Family Channel, and will now air programming directed at kids watching with parents, including natural history, adventure, animals and science shows in the evening. 

Discovery bought 10% of the channel for $64.4 million, which would value the whole business at $$644 million.  That’s only up around 7% since Hasbro’s purchase of 50% five years ago, barely a savings account rate of return.  So either the channel hasn’t created much new value since the new Hub programming started in 2009, or Discovery got a friends and family discount.