SILVER SPRING, MD: Discovery Channel programming staple Animal Planet is launching a major rebranding effort in February, shedding its soft and furry side for programming and an image with more bite.
Facing stagnant ratings, the 11-year-old channel decided to scrap its family-friendly format and go with more adult-oriented content and a new look to go along with it.
Dubbed "Same planet, different world," the campaign kicks off on February 4 in New York with a media event featuring animals, several ...