This is probably the first pure-online acquisition that Discovery Communications has done in a long time: the company is forming a new “integrated multiplatform business” called Animal Planet Media Enterprises and has bought two online pet sites: Petfinder.com and PetsIncredible.
Petfinder.com facilitates pet adoption and works through animal shelters and rescue groups across North America. PetsIncredible is producer and distributor of pet-training videos and includes Web service PetVideo.com.
The new business unit also includes the Animal Planet TV network, online assets including Animalplanet.com, the broadband channel, Animal Planet Beyond, and other media platforms including a VOD service, mobile content and merchandise extensions.
Maureen Smith, Executive VP and GM of Animal Planet, will expand her duties to include leadership of Animal Planet Media Enterprises. Smith will continue to report to Billy Campbell, and Animal Planet Media Enterprises will operate as part of Discovery Networks U.S. a division of Discovery Communications.
Some more details in the release here.