Marjorie Kaplan
President and General Manager
Marjorie Kaplan
President and General Manager, Animal Planet Media
President, Science Channel
Since taking over leadership of Animal Planet Media in February 2007, Kaplan has transformed and revolutionized the business by repositioning the network into a more adult-focused, competitive entertainment brand. One year later in February 2008, Kaplan relaunched Animal Planet with a new logo, new brand campaign and new programming vision that delivered on the expansive and unexpected range of visceral experiences within the animal kingdom, creating a bold entertainment destination.
In 2010, Kaplan signaled a further evolution in programming strategy and brand with the introduction of a new tagline "Surprisingly Human." Under Kaplan's direction, Animal Planet has grown its audience 28% among P18-49 since the '08 re-brand, and the network finished 2010 and 2011 as a top-30 cable network.
With Kaplan at the Animal Planet helm, the network launched WHALE WARS, an environmental adventure series following the Sea Shepherd Conservation Society who use unconventional and radical methods to eradicate alleged illegal whaling operations. Following that success, she launched the network's best-performing series ever, RIVER MONSTERS, a nature adventure series following extreme angler Jeremy Wade in his worldwide search for harrowing tales of man-eating fish. Currently in its most recent fourth season, the two-hour season premiere drew 1.77 million P2+ viewers, making it the most-watched season debut ever. To date, the season has delivered 1.6M P2+ viewers and is on track to post its best season ever across all major demos.
Adding to Kaplan's roster of hits are FINDING BIGFOOT and HILLBILLY HANDFISHIN'. FINDING BIGFOOT brought in 1.2 million P2+ viewers in its 2011 first season and HILLBILLY HANDFISHIN' debuted with (782K) P2+ viewers in July 2011, ranking as Animal Planet's best ever series debut among P25-54 viewers (697k). Additionally, FINDING BIGFOOT'S recently concluded second season delivered an average of more than 1.3M P2+ viewers, up 15% vs. season one (1.38M vs. 1.2M). The season two series premiere delivered 1.6 million P2+ viewers, ranking as the network's second-best season debut ever among P25-54 (861k) and M25-54 (475k), trailing only RIVER MONSTERS.
In April 2012, the network seized its strongest April Prime performance ever with double-digit growth among all major demos including 691K P2+ viewers (+17%), 523K HH (+20%), 311K P25-54 (+20%) and 179K M25-54 (+32%) and reached its healthiest Prime delivery in nine years among W18-49 (129K). In addition, the network posted its best-ever monthly performance in network history among M25-54 in both Prime and Total Day. The network also saw its best-ever April Total Day delivery among P2 + (450K) and P18-49 (192K).
Driving the strong month were hit series MY CAT FROM HELL, PIT BOSS, PIT BULLS & PAROLEES and TOO CUTE!. MY CAT FROM HELL ended its sophomore campaign in February earning 1M P2+ viewers across its premieres, with the finale alone boasting a series high of 1.1M P2+ viewers. In addition, the February premiere of TOO CUTE! posted the series' strongest numbers ever, delivering more than 1.3M P2+ viewers, ranking as the #1nonfiction program with W25-54 in the Saturday 9 PM timeslot.
In recognition of Kaplan's strong creative and business leadership of Animal Planet Media, she was promoted to president of Science Channel in January 2011 with Science Channel general manager, Debbie Myers, reporting to her. Working with the Science Channel team, Kaplan continues to build on Science's success by growing viewership and creating a distinct identity for the network while maintaining the day to day oversight and aggressive growth of Animal Planet Media as president and general manager.
Kaplan is responsible for the strategic direction and day-to-day operations of this multi-media venture that includes the Animal Planet television network, available in more than 96 million homes in the US; online assets www.animalplanet.com, the ultimate online destination for all things animal; the 24/7 broadband channel, Animal Planet Beyond; Petfinder.com, the #1 pet-related Web property globally that facilitates pet adoption; and other media platforms including a robust Video-on-Demand (VOD) service; mobile content; and merchandising extensions.
Kaplan joined Discovery Communications Inc. in 1997 as senior vice president for Children's Programming and Products, and oversaw the launch of Discovery Kids Channel that same year. For over a decade, Kaplan directed children's programming for Discovery Networks, U.S., including all Discovery Kids Channel programming as well as the three-hour commercial free READY, SET, LEARN pre-school block that aired on TLC and Discovery Kids Channel, the discoverykids.com website, and children's products and services. In 2006, Kaplan led Discovery Kids Channel to 14 daytime Emmy nominations.
Before joining Discovery, Kaplan served as executive vice president at Lancit Media Entertainment, the Emmy Award-winning producer of children's programs including "Reading Rainbow" and "The Puzzle Place." Discovery purchased a minority equity stake in Lancit Media in September 1996, and Kaplan became responsible for managing the relationship between Discovery and Lancit.
Kaplan also served as director of advertising for Kraft General Foods where she was responsible for brand strategy, positioning, and advertising. Additionally, Kaplan was a vice president at Ogilvy & Mather, with clients including General Foods, AT&T and TWA. She also consulted to Warner Amex Satellite Entertainment on the development of a shopping channel.
Kaplan is an alumna of Brown University where she majored in Semiotics. She and her husband live in New York City with their two sons, who claim to watch nothing but Animal Planet.
05/12