Animal Planet Launches National Animal Advocacy Campaign - Animal Planet R.O.A.R.

Animal Planet Launches National Animal Advocacy Campaign - Animal Planet R.O.A.R.

- Reach Out. Act. Respond. Encourages Viewers to be a Voice for Animals -

SILVER SPRING, Md., Oct. 16 /PRNewswire/ -- Animal Planet today announced the launch of its non-profit, national campaign that, together with leading animal organizations, leads the way in taking action and being a voice for animals. The campaign -- Animal Planet R.O.A.R. (Reach Out. Act. Respond.) -- aligns Animal Planet with a powerful roster of leading animal and environmental organizations including: The American Humane Association (AHA); The American Society for the Prevention of Cruelty to Animals (ASPCA); the American Veterinary Medical Association (AVMA); the Earthwatch Institute; EcoZone; The Humane Society of the United States (HSUS); the National Wildlife Federation (NWF); Roots & Shoots, a program of the Jane Goodall Institute; Wildlife Warriors; and the World Wildlife Fund (WWF).

"Animal Planet always has worked with incredible organizations to support animals, and we are excited to expand our animal advocacy work in a far- reaching way under the banner of R.O.A.R.," said Maureen Smith, executive vice president and general manager of Animal Planet. "Through R.O.A.R., we can use the power of all of our media platforms and consumer touch-points to build a greater awareness of various animal causes that we hope can make a lasting and tangible impact on animals around the world."

Beginning October 19, Animal Planet will air a R.O.A.R. campaign spot featuring Animal Planet talent, including Jeff Corwin, Dr. Jane Goodall, ANIMAL PRECINCT's Annemarie Lucas and EMERGENCY VETS Drs. Holly Knor and Kevin Fitzgerald. PSAs supporting each R.O.A.R. partner will roll out in 2007. In the initial phase of R.O.A.R., Animal Planet will support the following animal causes: the importance of spaying/neutering pets; shelter adoption; cruelty prevention; animal healthcare; conservation; pet well-being; youth action for animals; and protection of endangered species.

To kickoff the Animal Planet R.O.A.R. initiative, Animal Planet will host a fundraising party in Los Angeles on October 18. Hosted by Hal Sparks who's most recently known as a finalist on Celebrity Duets, this one-of-a-kind Howl- O-Ween event will bring together R.O.A.R. partners, animal-loving stars, media and members of the Animal Planet family, among others, to support the common cause of helping animals. One of the evening's highlights is a costume contest for guests where the "Best in Show" winner will receive a $5,000 donation in his or her name to the animal charity of his or her choice. In addition, celebrity guests will be asked to design Bow-lenciaga pet carriers decorated with Swarovski crystals; these bags will be filled with the latest high-end pet treats and will include a personalized note from its celebrity decorator. The pet carriers will be auctioned in the beginning of November to benefit R.O.A.R. charities.

On November 1, Animal Planet staff will take action to help animals in the local community with the first annual "WE ROAR" volunteer day. Volunteers will spend the day helping at the Washington Animal Rescue League or preparing a local wildlife habitat for winter through the National Wildlife Federation.

To learn more about how to R.O.A.R. on behalf of animals, viewers are encouraged to visit Animal Planet's R.O.A.R. Web site at http://www.animalplanet.com/ROAR. Here, viewers may promise to do something in support of animals, connect with other R.O.A.R. members in their area, and learn about pet adoption, conservation, volunteer activities and the many other ways they can be a voice for animals. Site visitors also may enter a sweepstakes with a chance to win a wildlife adventure through Earthwatch or a chance to work with Animal Planet's very own EMERGENCY VETS for a week.

Animal Planet, available in more than 89 million homes nationwide, is the only television network dedicated exclusively to the connection between humans and animals. The network brings people of all ages together by tapping into a fundamental fascination with animals through an array of fresh programming that includes humor, competition, drama and spectacle from the animal kingdom. Animal Planet is a property of Discovery Communications, the leading global real-world media and entertainment company. Discovery has grown from its core property, the Discovery Channel, first launched in the United States in 1985, to current global operations in 170 countries and territories with 1.4 billion cumulative subscribers. DCI's over 100 networks of distinctive programming represent 29 network entertainment brands. DCI's other properties consist of Discovery Education and COSMEO, a revolutionary online homework help service, as well as Discovery Commerce, which operates more than 100 Discovery Channel Stores in the U.S. DCI also distributes BBC America in the United States. DCI's ownership consists of four shareholders: Discovery Holding Company (NASDAQ:DISCA)(NASDAQ:DISCB), Cox Communications, Inc., Advance/Newhouse Communications and John S. Hendricks, the Company's Founder and Chairman.

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FCMN Contact:

Source: Animal Planet

CONTACT: Melissa Olear, +1-240-662-2946, Melissa_Olear@discovery.com or
Brian Eley, +1-240-662-2957, Brian_Eley@discovery.com, both of Animal Planet

Web site: http://www.animalplanet.com/

NOTE TO EDITORS: For media in the Los Angeles area, please contact Spotlight Communications at 212-633-0390 or via email at ROAR@sotlightcomm.com if you are interested in attending and-or covering the R.O.A.R event.

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