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LA Times on the Hub’s Gamble on “SheZow” Lifting Ratings

by on May 29, 2013

The Los Angeles Times has used the upcoming premiere of SheZow on the Hub Network to examine the health of the network, a little over 2 years after its debut. The article quotes chief executive Margaret Loesch on the upcoming premiere, where a 12-year old boy inherits the powers and costume of the female superhero SheZow (and is already drawing fire from conservatives, with Andrew Breitbart’s website leading the charge). The article states that the Hub’s ratings indicate an average daily audience of about 56,000 (vs. 80,000 for Nicktoons and 934,000 for Disney and Nickelodeon), and that growth for the network has not been as fast as some advertisers had hoped, despite a number of high-profile successes like the new Transformers cartoons and My Little Pony: Friendship is Magic.  The Hub is also suffering from a general decline in advertising dollars (with budgets dipping almost 25% in 2012 compared to 2010 numbers), somewhat exacerbated by reluctance from larger toy companies from buying ad time on the channel because it is co-owned by Hasbro. Anonymous sources also claim that some popular shows were canceled because they “weren’t in line with Hasbro’s toy sales objectives,” such as G.I. Joe Renegades and Family Game Night (although network president Brian Goldner denied those assertions). The Hub counters many of these objections with the 14 Daytime Emmy nominations the network recently received, along with the cross-media success of My Little Pony: Friendship is Magic.

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