Silver Spring, Md. – When Discovery Communications launched the Animal Planet channel in 1996, network executives hunted for a star to help distinguish it from the staid, narrated documentaries that were the hallmark of animal shows.
What they found was Steve Irwin, a hyper and sometimes bug- eyed Australian unafraid to trade body blows with powerful crocodiles, corral poisonous snakes, or fling himself on dangerous animals. By fearlessly inserting himself into the world of wild things, Irwin helped set Animal Planet apart in the crowded and rapidly growing cable universe.
“He was probably the first real star the channel had,” said Billy Campbell, president of Discovery Networks U.S.
But with his death from a
stingray barb this week while filming for Animal Planet on the Great Barrier Reef, Discovery is left looking for stars to fill the void left by one of its most- watched personalities.
Discovery already has some personalities in the Irwin mold, such as Jeff Corwin, who also takes a hands-on approach to wildlife, wrangling snakes and other creatures. One of the channel’s biggest hits has furry stars – the prime-time “Meerkat Manor” follows the lives of a troop of small African weasel-like creatures.
And in the spring, Animal Planet plans to unveil its first female explorer, “Ms. Adventure,” also known as comedienne Rachel Reenstra. She will travel the world observing animal relationships and trying to apply them to humans.
Irwin will remain a fixture on the network, at least for now.
Animal Planet plans several tributes and “Crocodile Hunter” marathons in the next few weeks. Discovery still has hundreds of hours of Irwin shows in its library. But Irwin starred in five shows for the network, and it remains unclear whether a planned sixth will go forward.
Discovery also has cultivated an entertainment approach to animal programming, marked by shows that run animal bloopers, rate the “most extreme” animals, and follow animal police as they search out pet owner scofflaws. Each year it broadcasts a weeklong “Shark Week” marathon of shows with sharks gnashing on seals and other unfortunate creatures.
Irwin embodied that approach with his original show “Crocodile Hunter,” which began on Australian television. Animal Planet aired 72 shows during the six years it was in production, and it still draws about 750,000 viewers per week.
Campbell said he expects Irwin’s death actually could boost his exposure for up to a year, drawing in viewers unfamiliar with his shows. But ultimately, he said Animal Planet has a stable of established and new stars it can promote.
“One star does not make a company, but he’s been very important to Animal Planet,” Campbell said. “This is one of those situations where on the business side it really won’t impact us very much.”
But trying to replace his outsized personality could be risky if the network looks for someone in the same mold.
“Can you replace Steve Irwin? He’s a one of a kind personality,” Baker said. “When you try to get someone to be the wild, outrageous guy, it is going to fall flat.”
