Reviving Kids' WB and The Hub in the Age of Streaming: A Feasibility Analysis

Warner Bros. Discovery, the media conglomerate, has a rich history of producing and distributing entertainment content for children through brands such as Warner Bros., Cartoon Network, and The Hub. In the current era of streaming, could the company revive both Kids’ WB and The Hub in the case of Cartoon Network's shutdown? This article will explore the feasibility of such a scenario, examining historical context, market dynamics, and the strategic considerations involved.

Historical Context and Current Relevance

Warner Bros. Discovery's Evolution

Warner Bros. Discovery, formerly WarnerMedia, is a global media and entertainment company that owns a diverse portfolio of media properties, including Cartoon Network and Discovery Family Channel. These channels have been around for several decades, and their operations have evolved significantly with the advent of streaming services.

Strengths of Cartoon Network

Cartoon Network has been a dominant player in the niche children's television market for over three decades. It has:

Extensive brand recognition /ip partnerships with popular franchises A large and dedicated viewership Robust online and social media presence

These strengths contribute to its resilience and make a complete shutdown highly unlikely. While streaming services have disrupted the traditional television model, they have also opened new avenues for content distribution.

Feasibility Analysis: Reviving Kids' WB and The Hub

Reviving Kids’ WB

Kids’ WB was a children's network in the United States that aired from 1995 to 2011. It was part of the Warner Bros. Entertainment brand and specialized in cartoon programming and live-action family programming. Despite its successful run, it eventually ceased operations due to a shift in Warner Bros. strategy.

Reviving Kids’ WB today would be a complex endeavor. Given the numerous streaming services available, the idea of launching a brand-new, linear cable channel dedicated to children's content is less compelling. Instead, there are several more practical options:

Streamlining content through a specialized streaming service Integrating Kids’ WB content into existing channels like Discovery Family, especially if it aligns with their brand identity Merging with or acquiring a brand that specializes in children's content that is still active and relevant

The FAST (Free, Ad-Supported, Streaming) model could also be considered, as it offers a middle ground between traditional cable and streaming services.

Reviving The Hub

The Hub was a children's television network that aired from 2007 to 2012, owned by The CW Television Network and Super Channel (subsequently a subsidiary of Discovery Communications). It was a brand consolidation of two regional children's networks, Super Chef and G-Lock.

The failure of the The Hub network was partly attributed to its strategic placement on Super Channel, which limited its national reach. Additionally, the brand itself did not gain strong market traction.

Given these circumstances, reviving The Hub would be even less likely. The brand is partially owned by Hasbro and is not expected to be revived. However, if Cartoon Network were to shut down, Warner Bros. Discovery would need to weigh the costs and benefits of taking on another failing brand.

Strategic Considerations and Market Opportunities

Digital First Approach

Warner Bros. Discovery has already established a strong digital presence, with streaming platforms like HBO Max. Reviving a children's network through a digital-first approach would be more aligned with current market trends and consumer behavior. This could include:

Developing a web-based portal with on-demand programming and interactive features Creating original content for existing streaming services Partnering with other streaming platforms to offer exclusive content

Brand Affiliations and Partnerships

While launching a brand-new children's channel might not be feasible, Warner Bros. Discovery could still leverage existing brands and partnerships:

Integrating Kids’ WB content with Discovery Family's programming schedule Developing exclusive content or series that align with popular franchises Creating a dedicated section within a streaming service for children's content

Monetization Strategies

Reviving these brands would require innovative monetization strategies, such as:

Advertising partnerships Subscription models for premium content Merchandising and licensing opportunities

Conclusion

While Warner Bros. Discovery could technically revive both Kids’ WB and The Hub if Cartoon Network were to shut down, the practicality and strategic considerations make such a move unlikely. Instead, focusing on digital platforms and integrating existing brands and content would be more feasible and aligned with current market dynamics. By embracing a digital-first approach and leveraging existing strengths, the company can continue to provide high-quality content to its target audience while also adapting to the evolving media landscape.