Animal Planet Relaunches `Rescue'

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Animal Planet announced Tuesday that it is relaunching its four-year-old
'Animal Planet Rescue' affiliate marketing tour as 'Animal Planet Rescue
Expo.'

In the process, the traveling promotion -- expanding to 10 cities -- will be
a larger attraction at each of its stops. It will now occupy 10,000 to 15,000
square feet, up from the previous 6,000, and feature a special area called 'TV
Studio,' where tie-in affiliates can showcase their digital-cable, cable-modem
and basic services to consumers.

The network's 80-foot vehicle remains the centerpiece of the tour when it's
not involved in disaster-relief efforts. Animal Planet reported that the vehicle
has saved 1,000 animals in six major rescues thus far.

A 'Rescue Gallery' of photos taken during those missions will be displayed on
the tour. There also will be a 'Rescue Theatre' area featuring videos and an
in-person appearance by one of the doctors from the network's popular
Emergency Vets series, as well as a 'Kid Zone,' where youngsters will
have digital photo opportunities and be able to e-mail their digital photo to
friends.

'We set about the task of relaunching Animal Planet Rescue Expo with
affiliates' business needs top of mind,' Discovery Networks. U.S. senior vice
president of distribution and marketing strategy Lori McFarling said in a
prepared statement.

To promote community goodwill, the network said, it will donate $2,500 on its
affiliates' behalf in each market to a charity chosen by the
operators.

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