Discovery, NBC to End Sat. Kids Block
MARCH 16, 2006 -
Discovery Communications and NBC have mutually agreed to end their four-year Saturday morning kids block effective this fall.
The Discovery Kids block, which was introduced in 2002, was launched in large part as a means to expand the digital network’s brand. Since the partnership was first hatched, Discovery Kids has grown by nearly 100 percent, from 21 million to 43 million households.
Under terms of the original deal, Discovery sold the inventory in the 10 a.m. to 1 p.m. block, paying NBC for airtime.
While Discovery did not offer a definitive reason for ending its association with NBC, a spokesperson said, “It has been a great partnership and we part ways amicably after a lot of discussion about our mutual needs and strategic priorities.”
In January, Nickelodeon abandoned its seven-year-old “Nick on CBS” Saturday morning block, making way for the broadcaster to develop a new arrangement with DIC Entertainment for a three-hour block called “CBS’ Secret Saturday Morning Slumber Party,” slated for this fall.