The channel was originally a joint venture with BBC Worldwide, and favored educational programming such as nature documentaries. Since its initial launch, the channel's target demographics animal lovers; which are children and family audiences during morning and daytime, and for mature audiences during primetime and late night. In 2008 Animal Planet adopted a more mature programming direction, with an emphasis on aggressive and predatory portrayals of animals, as well as an increase in reality programs following personalities involved in animal-related occupations and investigations. Animal Planet rebranded again in October 2018, shifting back towards a more family-oriented direction, despite still airing some mature programs.