Discovery’s Struggles with Children’s Programming (Part 1)

In the 1990s, executives at the Discovery Channel realized that the network’s programming was being viewed not only by adults but children as well. Though the company hadn’t delved into kids’ content before, this epiphany drove them to test the waters later on.

On October 7, 1996, the Discovery Kids Channel was launched, along with three other digital cable spin-offs (Travel & Living, Civilization, and Science). At launch, its target audience was kids 6–11, with non-fictional programs that covered topics like science and nature.

Discovery Kids also carried Ready Set Learn, a program block for preschoolers that first appeared on its sister channel TLC. By 2001, 15 million U.S. homes received the channel on their cable provider, and a Canadian version was launched that September by Corus Entertainment.

In December, Discovery Kids announced that it would produce a Saturday morning block for NBC, replacing the latter’s TNBC lineup of teen-oriented sitcoms. Upon its debut in October 2002, Discovery Kids on NBC was instrumental in the growth of the Discovery Kids channel.

For starters, they began investing heavily in new original programming, such as Black Hole High, Endurance, and Time Blazers. These efforts eventually led to the development of animated series under the “Real Toons” banner. Popular titles included an adaption of the Time Warp Trio book series, as well as Kenny the Shark and Tutenstein.

Meanwhile, the Ready Set Learn block was revamped in February 2003, featuring a new mascot known as Paz the Penguin. In addition to a self-titled Paz series, RSL aired programs like Hi-5, Hip Hop Harry, Meteor and the Mighty Monster Trucks, Peep and the Big Wide World.

Discovery Kids declined to renew the contract for its NBC block in March 2006, as their channel had grown considerably (it was now received by 43 million homes) and wanted to focus their efforts there instead. NBC, on the other hand, was prepping a new Saturday block (Qubo) to debut in September.

Sometime after this change, the Discovery Kids channel would enter autopilot, rerunning the same programs with little to no change. Despite this, nearly 60 million homes were receiving the channel, which gave Discovery Communications an idea on how to gain new viewers…