Discovery Communications has invested in DogTV, a 24/7 channel aimed at canine viewers.
The two companies have also formed a strategic partnership to accelerate DogTV’s growth and foster collaborations with Discovery-owned cable network Animal Planet.
DogTV intends to use the investment to drives sales and bolster marketing. Execs did not specify the size of Discovery’s stake.
“We are always interested in expanding our audiences – human and canine – and developing innovative programming,” said Rick Holzman, Animal Planet’s exec VP of programming and strategy. “We look forward to working with DogTV for new mutually beneficial opportunities for man and man’s best friend.”
Following four years of research, the Israel-based network launched in 2012. It airs “scientifically developed and tested” programs aimed to relieve stress among stay-at-home dogs. Programming is split into the categories: relaxation, stimulation and exposure.
The company recently opened a North American office in Silicon Valley and has expanded to South Korea. Launches in Japan and other international markets are planned for later in the year.
Watch a teaser for DogTV below: