Discovery Communications said it is forming a children’s programming joint venture with Hasbro, TelevisionWeek reports. The joint venture will include a cable network and a Web site and include the assets of what is now Discovery Kids Network in the U.S. Discovery will be receiving $300 million for the Discovery Kids assets from Hasbro. The rebranded network is expected to debut in late 2010 with about 60 million subscribers. Some new programming will be based on Hasbro brands including Romper Room, Trivial Pursuit, Scrabble, Cranium, My Little Pony, GI Joe and Transformers. The channel will also use programming from Discovery’s kid library.
—Jon Lafayette