Red Alert


Did you know there are fewer than 3,900 tigers left in the world? Discovery’s Project C.A.T. (Conserving Acres for Tigers) is a groundbreaking partnership with World Wildlife Fund (WWF) to help double the wild tiger population by 2022.  As part of the WWF partnership, Discovery agreed to fund efforts to conserve nearly one million acres of protected habitat in India and Bhutan to protect and increase the wild tiger population, which has shrunk an astonishing 96% over the last century.

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And celebrities such as Leonardo DiCaprio, Heidi Klum, Freida Pinto, Ellen Degeneres and Kim Kardashian-West are all showing their support of this unique initiative. Many of them have posted pictures across their social media channels with stuffed tigers, wearing t-shirts designed by rag & bone, or special messages to their fans.

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Discovery, in partnership with Project C.A.T., will air tiger-conservation themed content, including Discovery’s Animal Planet which will host a six-hour block of programming dedicated to tigers beginning Saturday, July 29 at 6AM ET/PT. Animal Planet’s big cat expert Dave Salmoni will also be featured on air throughout the morning.

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Also, a global public service announcement, narrated by actor Freida Pinto and aired across Discovery’s suite of channels and regional websites around the world, with a donation call-to-action supporting Project C.A.T. “I can’t imagine a world where future generations may never see a tiger in its natural habitat or where these glorious wild cats are reduced to just a picture under the category of extinct animals,” said Freida Pinto. “Discovery is on a mission to double the world’s tiger population and I’m with them in this effort.”

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