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Discovery Buys Pet Web Sites

Looking to boost its Web assets, Discovery Communications agreed to acquire pet Web sites Petfinder.com (www.petfinder.com) and PetsIncredible.com (www.petsincredible.com) in separate transactions that one source valued at $35 million.

The company is combining the Web sites with its Animal Planet channel and Web site (animal.discovery.com) and forming a new operating unit, Animal Planet Media Enterprises.

Discovery said Animal Planet executive vice president and general manager Maureen Smith will lead the Animal Planet Media Enterprises unit. She’ll continue to report to Discovery Networks U.S. president Billy Campbell.

In addition to Animal Planet, AnimalPlanet.com and the new pet Web sites, the Animal Planet Media Enterprises unit will comprise Animal Planet Commerce, which has deals to sell Animal Planet-branded products in Toys ‘R Us and other retail stores.

“Animal Planet Media Enterprises will be the leader in providing a trusted community where consumers of all ages can enjoy the best content, products and services on pets and animals of all kinds,” Discovery founder and chairman John Hendricks said in Thursday’s announcement.