An article by Broadcasting & Cable talks about the strategy implemented by the new head of Animal Planet, Marjorie Kaplan, and the initial ratings results.
She started executing the new vision by commissioning an edgy marketing campaign for the third season of Meerkat Manor, likening the series’ animal family to The Sopranos. She got a cease-and-desist order from HBO. But she also got a new direction: “TV with teeth,” as she calls it.
She followed the marketing with new shows that “grab you, make you feel and then make you think,” and they proved to be ratings winners. She launched Whale Wars, which centers on a boat-ramming conservationist; River Monsters, about scary fish; the behind-the-scenes Jockeys; and Lost Tapes, which explores deadly encounters with mysterious creatures that science doesn’t recognize.
The result: June marked Animal Planet’s ninth consecutive month of year-over-year gains in adults and males 25-54 and 18-49, according to the network’s data. The second quarter of 2009 marked Animal Planet’s best quarterly performance in more than five years among adults 18-49, and its best Q2 ever among men 25-54.
read the rest at Broadcasting & Cable.