Discovery Communications will rebrand Discovery Kids late next year, this time as a joint venture with Hasbro. It will retain the Discovery Kids brand until then, and will use it afterwards for its international networks, licensing, and merchandising. A new name for the network is yet to be determined.

The communications departments at both companies are promoting the launch via media outreach to consumer and trade publications, blogs, and a conference call with both CEOs, said Michelle Russo, SVP of global corporate communications at Discovery Communications. She added that the network will be a mix of educational and entertainment programming.

"We have a responsibility to make sure that the channel will have a balance between education and entertainment," she told PRWeek. "If it’s too much educational content, no one will watch it; if it’s too much entertainment content, it won’t be true to the brand."