The Hub, or how Hasbro wants every kid in America to experience the joys of 22 Minute toy commercials

My Little Pony, My Little Pony, something something My Little Pony, My Little Pony!

Ok, the title leans a bit more on the side of the sensational, rather than the rational. As the channel’s lineup isn’t entirely toy commercials, and the title implies being a toy commercial is bad, which it isn’t.

For those not in the know, The Hub is a new television channel set to launch on October 10, 2010 (10.10.10 – I hope it ends up better than the Dreamcast’s launch of 9.9.99) in the United States. The channel is a joint collaboration between the recently formed Hasbro Entertainment (who’s seemingly employing stacks of staff from Sony’s animation divisions of years gone by), and Discovery Communications. When the channel launches this October it will be replacing Discovery Kids, and aim itself at a family demograpic. Alongside acquired programming such as Deltora Quest, and returning series from Discovery Kids, the channel will be the home to new incarnations of several Hasbro brands, including GI Joe, My Little Pony, and Transformers (Hasbro also recently filed paperwork for Jem and the Holograms stuff…).

So that raises a question, who, if anyone is going to air this stuff in Canada? Well, it can’t be Discovery Kids Canada, as Corus Entertainment killed that channel off to replace it with Nickelodeon Canada. That leaves the safe bets known as YTV, and Teletoon. I’d imagine those two will pick up the Hasbro Entertainment shows shortly after their US broadcast. Assuming The Hub lives past a first year of programming, I can see Corus Entertainment using the YTV Pow! license from the CRTC to launch a Canadian equivalent, although they might take issue with the fact YTV has been retrofitted to serve as a family channel…

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