Behind the Scenes of Animal Planet’s Puppy Bowl

Variety

Outside of the network that carries the NFL’s big game, no media outlet gets more mileage out of Super Bowl weekend than Animal Planet with its Puppy Bowl.

The pre-taped special that began as a tongue-in-cheek alternative to the broadcast that is typically the most-watched TV event of the year has evolved into a year-round franchise for the Discovery Communications cabler and a social-media dynamo. As the event marks its 10th anniversary, the production process on Puppy Bowl X is almost as intricate as the effort that goes into the live Super Bowl telecast.

Animal Planet has gone into overdrive this year with enhancements to its Feb. 2 special, most of which are designed to make it more than a one-day event. The new additions this year include the launch of a Fantasy Puppy League venture, an amped-up halftime show starring YouTube sensation Keyboard Cat, online voting for the Bowl’s…

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