Animal Planet made its U.S. cable debut in June 1996. This basic-cable network, which features programs about both wild and domesticated animals, is particularly popular in households with children and competes with older networks such as Disney Channel and Nickelodeon. Unlike networks that target children specifically, however, Animal Planet also reaches adults. In May 2001 Animal Planet boasted 70.1 million cable and satellite subscribers, making it cable’s fastest growing new network and a major competitor with more established networks.

Animal Planet represented Discovery Networks’ third cable venture, following the long-standing Discovery Channel and the Learning Channel. Discovery Networks U.S. holdings now also include Travel Channel, Discovery Health Channel, Discovery Home and Leisure, Discovery Science, Discovery Kids, Discovery Wings, and Discovery Civilization. Discovery and its international partners (including the BBC) also operate versions of its networks around the world—including Animal Planet channels in Europe, India, and Latin America. While these are all distinct themed networks, Discovery is known for its efficient sharing of programs among its various networks; this helped it launch a variety of digital networks in the late 1990s.

Animal Planet launched with only the resources of Discovery and the Learning Channel to build its schedule, however. At first it featured a repertoire of classic animal show reruns, including Lassie and Flipper, as well as various documentaries. But it moved quickly into the use of original in-house productions and acquired programming. Its first original production was a children’s game show called ZooVenture that was taped at the San Diego Zoo. Other popular Animal Planet originals have included Emergency Vets, The Jeff Corwin Experience, Animal Precinct, and Lassie (a new version of the classic series, coproduced with Canada’s CINAR Productions). In spring 2002 Animal Planet announced that it would bring the classic Mutual of Omaha’s Wild Kingdom (which ran on NBC from 1963 to 1971, then in syndication through the 1980s) back into production. Another of Animal Planet’s newer programs, The Pet Psychic, has attained something of a cult status, particularly among the network’s adult audience. Host Sonya Fitzpatrick claims to help humans better understand their animal companions.

Animal Planet programs generally focus on either domesticated or wild animals, though seldom both at the same time. Emergency Vets and Animal Precinct feature household pets in distress. Other programs, such as Amazing Animal Videos and Pet Story, echo the cute home video antics typical of America’s Funniest Home Videos. Pet Story showcases the heartwarming drama of human-animal bonding. And Breed All About It targets prospective dog owners who are weighing the relative virtues of different breeds.

Wild animal–themed programs tend to have different emphases, appealing largely to the at-home viewers’ taste for vicarious adventure. The popular Jeff Corwin Experience follows its personable host around the world as he interacts with all manner of species. Big Cat Diary focuses specifically on the large feline species that inhabit Kenya’s Masai Mara wilderness. Similarly, on Shark Gordon, shark expert Ian Gordon pursues the feared but misunderstood predators throughout the world’s waters.

Probably Animal Planet’s best-known series is Crocodile Hunter, hosted by Australians Steve and Terri Irwin (owners of the Australia Zoo). Shot primarily in the Australian Outback, this program thrills viewers as Steve handles a variety of dangerous (or at least dangerous-seeming) reptiles. He frequently holds deadly vipers inches in front of his face and has been known to let a nonvenomous python sink its two-inch fangs into his forearm. The spin-off, Crocodile Hunter’s Croc Files, is aimed at children and features such segments as “Croc Talk” (factoids), “Believe It or Nots” (nature quizzes) and “Croc Scrapbook” (home videos). The Crocodile Hunter Diaries, a behind-the-scenes show about Steve and Terri’s life at the Australia Zoo, debuted in 2002.

Steve Irwin’s exploits and bravado have earned him something of a celebrity status; he has appeared in various television commercials (notably for Pentax cameras and Federal Express) that coordinate with the themes of his programs. And he stars in The Crocodile Hunter: Collision Course, a feature film released in July 2002. The film is sure to enhance Discovery Networks’ corporate synergies for years to come. Additionally, Universal Studios theme parks in California and Florida have added extensive Animal Planet tie-in attractions to connect with the Crocodile Hunter themes as well as other of the network’s programs.

In fact, Animal Planet as a whole is a healthy contributor to the Discovery Networks marketing empire and its partners. Discovery Networks Stores, an international chain, sells tie-in products such as stuffed animals, themed clothing, and plastic models. More linked merchandise is available from the extensive Discovery Networks website (www.discovery.com), which includes a sub-site for Animal Planet specifically.

The colorful and animated Animal Planet website, as with many cable-related websites, tightly integrates programs, commercials, and tie-in products. It includes program directories, additional in formation on program content, and links to fan sites. The more popular program-related pages often feature the logos of the program’s television sponsors (for example, Outback Steakhouse for Crocodile Hunter).

While it is clear that Animal Planet offers its corporate owners a plethora of commercial tie-ins appealing to adults as well as children, the network also achieves some public service goals. In the case of Animal Precinct, for example, producers have successfully linked their content to the work of the American Society for the Prevention of Cruelty to Animals (ASPCA). Other programs, including Emergency Vets, look in depth at veterinary medicine, encouraging young people to consider this important profession. Clearly, Animal Planet has met many of the expectations set for specialty cable networks in the early 21st century.