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[Seibertron]

This is a press release from Discovery Communications ...

Highly Anticipated Series Premiere of TRANSFORMERS PRIME on The Hub Blasts Ratings
-- Episode is The Hub’s Best-Ever Series Premiere; Generates Quadruple Digit Percentage Gains Across Key Demographics --

February 15, 2011
(Los Angeles, Ca.) The lure of the ongoing battle between the Autobots and the Decepticons for control of the Earth, and the introduction of a new character drove huge ratings increases with the Friday, February 11, premiere of the series "Transformers Prime" on The Hub, a television network for children and their families. The Hub is a joint venture between Discovery Communications and Hasbro, Inc.



The strong performance of the eagerly awaited CGI-animated series from Hasbro Studios, which included the unveiling of the newest character, Skyquake, was the best-ever series premiere for The Hub among Households. The episode also generated massive time period increases versus prior four-week averages across virtually all of the network's key target demographics including Kids 2-11 (+1350%), Kids 6-11 (+1250%), Adults 18-49 (+2700%), Women 18-49 (+4000%), Persons 2+ (+1618%) and Households (+1333%). Also, Men 18-49 increased by +2050%.

In addition, the strong performance of "Transformers Prime" boosted significantly the audiences for its lead-in and lead-out series versus prior four-week averages. "G.I. Joe Renegades" (6 p.m. ET) delivered solid gains among Kids 2-11 (+51%), Kids 6-11 (+64%), Boys 2-11 (+86%), Boys 6-11 (+76%, 30,000), Adults 18-49 (+108%), Women 18-49 (+100%), Persons 2+ (+54%) and Households (+85%). "Family Game Night" (7 p.m. ET) saw increases in key demographics including Kids 2-11 (+23%).

Highlights for the week include:

Programming Highlights, "Transformers Prime":

Friday's series premiere of "Transformers Prime" (6:30 p.m. ET) was The Hub's best-ever regular series premiere by delivery with Households (172,000).

Quadruple-digit percentage time period (Fri, 6:30 p.m. ET) increases from the prior four-week average in virtually all key demos including: Kids 2-11 (+1350%, 145,000), Kids 6-11 (+1250%, 81,000), Adults 18-49 (+2700%, 84,000), Women 18-49 (+4000%, 41,000), Persons 2+ (+1618%, 292,000) and Households (+1333%, 172,000). Men 18-49 increased by +2050% (43,000).

The same was true for boys, girls and pre-schoolers, as all these demos were up by huge gains in the time period: Boys 2-11 (+1650%, 105,000), Girls 2-11 (+1200%, 39,000), Boys 6-11 (+1600%, 68,000), Girls 6-11 (+550%, 13,000), Kids 2-5 (+1475%, 63,000), Boys 2-5 (+1750%, 37,000) and Girls 2-5 (+1200%, 26,000).

Other Programming Highlights:

"G.I. Joe Renegades"(6 p.m. ET, the lead-in to "Transformers Prime"), gained from the prior four-week time period average among: Kids 2-11 (+51%, 56,000), Kids 6-11 (+64%, 36,000), Adults 18-49 (+108%, 50,000), Women 18-49 (+100%, 28,000), Persons 2+ (+54%, 128,000), Households (+85%, 74,000), Boys 2-11 (+86%, 39,000) and Boys 6-11 (+76%, 30,000).

The strong premiere of "Transformers Prime" also boosted the lead-out, as "Family Game Night" (7 p.m. ET) saw gains among Kids 2-11 by +23%, (87,000) versus the prior four-week average.

"Dan Vs." (Saturday, 8 p.m. ET) scored significant delivery increases against the prior four-week time period average among key demos, including Households (+28%, 68,000), Kids 2-11 (+169%, 94,000), Kids 6-11 (+200%, 81,000), and Persons 2+ (+65%,119,000).

"R.L. Stine's The Haunting Hour" (Saturday, 8:30 p.m. ET) earned delivery increases against the prior four-week time period average among key demos, including: Households (+30%, 82,000), Kids 2-11 (+100%, 82,000), Kids 6-11 (+68%, 57,000), Adults 18-49 (+12%, 38,000), and Persons 2+ (+45%,145,000).

Co-Viewing and Reach:

For this week, The Hub was the top co-viewed network among all kid cable networks in Kids 2-11 and Adults 18-49. Thirty six percent (36%) of Kids 2-11 watched with an Adult 18-49, out-performing Nickelodeon (23%), Disney Channel (21%) and Cartoon Network (20%).
This weekend (multiple telecasts), "Transformers Prime" reached more than 1 million unique, unduplicated Persons 2+.

Competitive Highlights:

The series premiere of "Transformers Prime" beat nickToons head-to-head in delivery in the time period with several key demos, including Households (+35%), Persons 2+ (+64%), Kids 2-11 (+71%), Boys 2-11 (+228%), Kids 6-11 ( +113%), Boys 6-11 (+152%), Girls 6-11 (+18%), Adults 18-49 (+105%), Men 18-49 (+43%) and Women 18-49 (+273%).

Source: Nielsen Media Research; program based dayparts; most current; 2/11/11 vs. 2/4/11 or vs. 1/14/11-2/4/11, growth by (000). Co-viewing in NPower.

About The Hub

The Hub, is a multi-platform joint venture between Discovery Communications (NASDAQ: DISCA, DISCB, DISCK) and Hasbro, Inc., (NASDAQ: HAS) with a goal of entertaining, enlightening, empowering and educating children and their families. The cable and satellite television network features original programming as well as content from Discovery's library of award-winning children's educational programming; from Hasbro's rich portfolio of entertainment and educational properties built during the past 90 years; and from leading third-party producers worldwide. The Hub lineup includes animated and live-action series, specials and game shows, and the network extends its content through a robust and engaging online presence, http://www.hubworld.com. The Hub rebranded from Discovery Kids on October 10, 2010, and reaches approximately 60 million U.S. households. The Hub logo and name are trademarks of Hub Television Networks, LLC. All rights reserved.

[Pr1meSuspect]

Congradulations Transformers: Prime!!
Now if only I can find the freaking Hub channel on my dumb tv! The only episode I've seen is the very first episode on YouTube

[Slashercon]

I'm so happy!! I think I could cry. I hope the show lasts for a long time. (This really could be modern day G1 2.0. screw that generation 2 crap. Best TF show of the decade for sure!!)

[xtsaur]

Gratz!!! Transformers Prime is the best show on tv period! I eagerly await the next episode. What an awesome build up to the movie!!! I cant wait to see how they do the Constructicons!!!

[CaSSeTteBOTs45]

I'm so happy!! I think I could cry. I hope the show lasts for a long time. (This really could be modern day G1 2.0. screw that generation 2 crap. Best TF show of the decade for sure!!)

I'm sorry, but this NEVER will be like G1... and G2 crap???!?!? I liked it... but anyways i'm a G1 purist and I haven't seen prime so, whatever

[SlyTF1]

I still like Animated better...But this show is awesome too!

[AutobotTrainer]

I'm reassured by this news, and excited to see Hasbro continue to invest in this show. It has a lot of potential, and if audiences continue to watch, it can only get more attention and love from mother company.

Bravo.

[Master Renegade]

.....

[MQ-9 Reaper]

I'm sorry, but this NEVER will be like G1... and G2 crap???!?!? I liked it... but anyways i'm a G1 purist and I haven't seen prime so, whatever

Exactly. Don't knock it until you try it.

I pretty much knew that Prime would be the Hub's leading show, but I am still blown-away by the actual percentages. I was watching WWE Monday Night Raw (laugh all ya want) on USA this monday, and saw a great commercial for "Prime". Glad to see they can afford to advertise on other channels. I'm hoping the Hub will start to release merchandise (not toys, I know we gotta wait 'til October for those) for the show.

[Scourgescream]

Good to see the Rock back!

I am very happy at the figures for TF:Prime. I hope it keeps up the quality and runs for a long time. Did i read/hear correctly that the hub has already given it a second season?

[First-Aid]

Outperforming Cartoon Network and Nickelodean too? That is VERE impressive...though I will admit that CN has gone downhill the last few years with crappy shows like Flapjack and Adventure Time. I do like the new Scooby Doo: Mysteries Inc show though...

Nickleodean peaked with Spongebob and has gone to the wayside since.

But outperforming DISNEY in progamming viewed by both adults and kids? That is just nuts. These numbers are really staggering. I'm at a loss...

Transformers: Prime's success may determine how the future of the TF franchise is received in a potentially post-live-action movie world. And these numbers are just incredible. Wow...

[CaSSeTteBOTs45]

I'm sorry, but this NEVER will be like G1... and G2 crap???!?!? I liked it... but anyways i'm a G1 purist and I haven't seen prime so, whatever

Exactly. Don't knock it until you try it.

Ya, I rant alot about how none of the new shows are good, don't mind me... as I said i'm just a G1 purist...

[MQ-9 Reaper]

Outperforming Cartoon Network and Nickelodean too? That is VERE impressive...though I will admit that CN has gone downhill the last few years with crappy shows like Flapjack and Adventure Time. I do like the new Scooby Doo: Mysteries Inc show though...

Nickleodean peaked with Spongebob and has gone to the wayside since.

But outperforming DISNEY in progamming viewed by both adults and kids? That is just nuts. These numbers are really staggering. I'm at a loss...

Transformers: Prime's success may determine how the future of the TF franchise is received in a potentially post-live-action movie world. And these numbers are just incredible. Wow...

Oh, shoot, my mind completely bypassed those statistics. That IS unbelievably impressive. I'm still a kid, so I still watch a lot of cartoons, but the only ones I really make an effort to catch on TV are Prime and the G1 reruns. CN and Nick are okay with me, but Disney makes me ashamed to be a teen, sometimes. All their child-stars who have predictably gone downhill...Getting back on track, I'm happy to see that Transformers have successfully worked their way back on the screens these days OTHER than the live-action movies. We all know how annoying it is to come across a TF 'fan' who only knows about Bayformers and nothing else.

[Slashercon]

I'm so happy!! I think I could cry. I hope the show lasts for a long time. (This really could be modern day G1 2.0. screw that generation 2 crap. Best TF show of the decade for sure!!)

I'm sorry, but this NEVER will be like G1... and G2 crap???!?!? I liked it... but anyways i'm a G1 purist and I haven't seen prime so, whatever

It's already like G1. Peter Cullen as Prime (who is once again the heroic leader of the A-bots), Frank Welker as Megatron (who I dare say is the evilest version of the character to date), Starscream being the (more sly, back stabbing) second in command, Ratchet as the "doc-bot", Bumblebee is yellow with a human companion, Soundwave? (well, Soundwave seems to be more "usefull/helpfull" this time around), They're on earth, they sparingly fight in space, they're in disguise, and most importantly, the Autobots wage their battle to destroy the evil forces of the Decepticons. (I love that line) So anyway, This show just has alot of elements in it that make me like it "slightly" more than the G1 series. (No Wheelie, Chip, Blurr, Junkions, and the "killing off characters as if they weren't anything" formula to ruin my fun. for this show.) G1 may well be the best TF cartoon period, but as of right now, TF:Prime TAS is my personal favorite. That's all I meant to say.