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My Little Pony: Friendship Is Magic is an animated television series that premiered on October 10, 2010, on the United States cable network The Hub. Hasbro Studios and DHX Media's animation studio in Vancouver (formerly known as Studio B Productions) produce the series, which is based on Hasbro, Inc's My Little Pony line of toys and animated works. As of September 2011, the show is in its second season in the United States, and is broadcasting internationally in dozens of countries in over ten languages. Hasbro selected animator Lauren Faust as the creative director and executive producer for the show. Faust sought to challenge the established "girly" nature of the existing My Little Pony line, creating more in-depth characters and adventurous settings, incorporating Hasbro's suggestions for E/I ("educational and informational") content and marketing of the toy line. The show follows a studious unicorn pony named Twilight Sparkle as her mentor Princess Celestia guides her to learn about friendship in the town of Ponyville. Twilight becomes close friends with five other ponies: Applejack, Rarity, Fluttershy, Rainbow Dash, and Pinkie Pie. Each represents a different face of friendship, and discovers herself to be a key part of the "Elements of Harmony". The show has been critically praised for its humor and moral outlook. Elements of the show have become part of the remix culture and have formed the basis for a variety of Internet memes.