Originally posted on 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 MVP and penguin cheerleaders.