Animal Planet (stylized as animal planet) is an American multinational pay television channel owned by Discovery, Inc. First established on October 1, 1996, the network is primarily devoted to series and documentaries about wild animals and domestic pets. The channel was originally a joint venture with BBC Worldwide, and favored educational programming such as nature documentaries. Since its initial launch, the channel’s target demographics animal lovers; which are children and family audiences during morning and daytime, and for mature audiences during primetime and late night. In 2008 Animal Planet adopted a more mature programming direction, with an emphasis on aggressive and predatory portrayals of animals, as well as an increase in reality programs following personalities involved in animal-related occupations and investigations. Animal Planet rebranded again in October 2018, shifting back towards a more family-oriented direction, despite still airing some mature programs.