Kids-targeted network The Hub will add
five new original series as well as acquired ’80s shows The
Facts of Life and Mork & Mindy to its lineup in 2012, it told
advertisers at an upfront presentation on March 1.
The Discovery Communications/Hasbro joint venture
is hoping to bolster kids’ and co-viewing numbers
in a very competitive cable market.
“We want to convey during the upfront season that The
Hub is working,” CEO Margaret Loesch told Multichannel
News. “When we started, we had this vision and thought
that if we took nostalgic brands and we reimagined and
re-presented them that there would be acceptance in the
household among [parents] who remembered them, and
kids who would embraced them and love them on their
own. And that has happened.”
The network posted a 24% audience gain in the key
demo of kids 2 to 11 between third-quarter and fourthquarter
2011 — the biggest increase among all kids’-
targeted cable networks.
Just as important, according to Loesch, 31% of all network
viewing is done with kids and adults (18 to 49) watching
together, highest among all kids-targeted networks.
To appeal to the adults in that equation, the network
is adding early ’80s sitcoms The Facts of Life and Mork
& Mindy to a primetime lineup that already includes
Happy Days, Family Ties and campy ’60s series Batman,
The network also acquired ’90s series Sabrina, The
Teenage Witch, starring Melissa Joan Hart.
New shows slated include Care Bears: Welcome to
Care-a-Lot, an off shoot of the popular animated franchise;
Kaijudo: Rise of the Duel Masters, an animated,
action-fantasy series about a young boy with the rare
ability to befriend fantastical creatures from a parallel
dimension; Littlest Pet Shop, an animated half-hour
comedy series that centers on a pet-shop worker and the
pets she cares for; and Spooksville, a fantasy series based
on the Christopher Pike books.