http://www.hollywoodreporter.com/news/discovery-hasbro-play-nice-83198
Discovery Communications is rebranding another of its channels, partnering with toy giant Hasbro in a 50/50 venture to relaunch Discovery Kids Network.
As part of the deal, in which Discovery will receive $300 million, the venture will also take a minority interest in the U.S. version of Hasbro.com, which will expand to offer video, games and other digital content.
The rebranded channel’s name is yet to be finalized but won’t include Hasbro. A search is under way for a CEO to head the network, eyed for a debut in late 2010 with content aimed at boys and girls ages 14 and under.
Last year, Discovery Communications — which owns seven U.S. channels, led by flagship Discovery Channel and TLC — formed a 50/50 partnership with Oprah Winfrey’s Harpo to relauch Discovery Health as the Oprah Winfrey Network. And Discovery Home Channel was rebranded with the eco-moniker Planet Green and Discovery Times as Investigation Discovery.
“Discovery Kids is unusual as it’s not squarely in our wheelhouse of nonfiction programming, and we felt we needed a great partner to take it to the next level as a brand that enlightens, empowers, educates and entertains,” Discovery president and CEO David Zaslav said.