I already did this one too, but I thought, if I could could clean up and make a new Nick on CBS post, might as well make a new Discovery Kids on NBC post. Many of my past ones were made at the time in 2014, when the final traditional network block was going off the air. Now, I can add more details to a post and do more. Compared to the Nick (jr) on CBS post, I really liked the Discovery Kids on NBC one, so some of the stuff from that one will end up here, but this post will be more hefty. (Anyway you can read the original one here)
Our story takes us to 1996. Discovery Communications (now known as Discovery Inc.) was expanding beyond just Discovery Channel. Then known as digital cable, the idea was to expand and add more serviced channels. Discovery was going to give viewers their programs but on more promoted platforms. Discovery was a channel that aired different aspects of programming. Science programming would also get it's own channel so Science lovers (that's a term) would get their own channel: Science Channel (Good Name) , Discovery Travel and Living, and Discovery Civilization. (The Discovery part tells you who owns them) Another market that they decided to get into was children's television. Discovery, back then, was more educational and had many child viewers either willingly or for schools watching their programming. This brings us Discovery Kids.
Discovery Kids wasn't the biggest most carried cable network , at start. By 2001, Discovery Kids maybe had about 15 million homes much less than Nick, Disney, Cartoon Network, even Fox Family.
Meanwhile, in 1992, NBC had jumped ship on children's TV. The reasons range from "Hey Saved By the Bell is doing well, let's do more of that" , the changing market place, FOX Kids chipping away, and just an change in mood. So NBC went for Teens with TNBC (get it TeenNBC) TNBC was a 3 hour block: the other hours were given to adults to create the first network Saturday morning show , the Saturday Today Show. (weee) The teen block did kind of work and it did fit with the E/I rules placed on network TV. NBC was on the forefront of knowing things were changing either by luck or really really good foresight. (Or it's their fault?)
In 2001, NBC washed their hands off the TNBC block, it's death date was set for September 2002. Because September 2002, everything was going to change. NBC, at the time, was owned by General Electric. It was also the only network (major) owned with a children's cable network or department or something. (This is before even the concept of NBC Universal) Discovery had a little issue as well, that children's channel didn't have a large audience, NBC does. Let's pop together!
Discovery was given the 10am-1pmet slot (time zones vary, my Colorado markets aired it between 8am and 11am unless a sport came on) (and the other station was 9 to Noon ) The block was maybe going to be 2.5 hours if NBC renewed their NBA rights in 2001, and they didn't .(oops) At least in 2001, NBC said the block for Teens wasn't working and something something E/I rules.. (source)
This gave a small unheard network a chance to maybe grab new eyeballs (what?) I would actually think, Discovery Kids' biggest viewing in their history, was never their own network. On October 5th, 2002 Discovery Kids on NBC first started. (wonderful)
NBC West Coast president Scott Sassa said the network couldn't reach thetarget teen audience through its primetime programming to help market and
promote its Saturday-morning schedule.
He added that he would have programmed the block with other content if not
for the Federal Communications Commission's network requirements for kids'
programming.
more after the jump