When Discovery announced that it was teaming with Hasbro on a new kids net (formed from Discovery Kids), it was only a matter of minutes before some began questioning the venture’s integrity.

“This partnership represents a new low in children’s television, a network devoted to showing infomercials for Hasbro’s toy and games,” decried Campaign for a Commercial-Free Childhood dir Susan Linn. “It will make a mockery of existing ad limits and the current prohibition of product placements in children’s television.”

Execs for Discovery and Hasbro have said the priority is to build a great network, not to push Hasbro products. Some of the programming being developed will feature Hasbro properties, including My Little Pony, G.I. Joe and Scrabble.

We asked Discovery chief David Zaslav after the announcement if he was concerned about a pushback with a toymaker having a 50% stake in the venture.

“The editorial control lies with the channel itself through the pres and gm,” he said. “Hasbro has already been very successful with kids’ programming, and we have a good record domestically and internationally in creating quality content. It’s core to what we are, and that will be one of our focuses.”

Children’s advertising has always be a touchy subject, with FCC rules liming the amount of advertising that can be aired during children’s shows. It also does not allow a program based on a toy or children’s product to contain ads for that product within the program, although such spots can follow the show. In ’04, Viacom’s Nick and Disney’s ABC Family were fined $1mln and $500K, respectively, to settle potential violations found in the FCC’s 1st audit of cable for compliance with children’s ad restrictions. The nets blamed computer and human error.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

The Daily

Subscribe

Doing Good

NBCU Academy, a journalism training and development program, has expanded its reach to 30 schools through 13 new academic partnerships. The new partnerships will see the academy’s curriculum expand beyond

Read the Full Issue
The Skinny is delivered on Tuesday and focuses on the cable profession. You'll stay in the know on the headlines, topics and special issues you value most. Sign Up

Calendar

Jan 21
Cablefax 100 – 2022 Nominations Due: January 21, 2022
Mar 11
The FAXIES 2022Entry Deadline: March 11
Apr 1
Cablefax Top Ops – 2022Nominations Due: April 1, 2022
Jun 3
The Diversity List – 2022Nomination Deadline: June 3
Aug 12
Most Powerful Women – 2022Nominations Due: August 12
Full Calendar

Jobs

Seeking an INDUSTRY JOB?
VIEW JOBS

Hiring? In conjunction with our sister brand, Cynopsis, we are offering hiring managers a deep pool of media-savvy, skilled candidates at a range of experience levels and sectors, The result will be an even more robust industry job board, to help both employers and job seekers.

Contact John@cynopsis.com for more information.