CUCKOO? Susanna Dinnage who recently resigned as Animal Planet's global president abruptly dumps new English Premier League soccer top job to stay at Discovery.

In a shocking and extremely odd, end-of-year, and looking-cuckoo top executive switch and switch-back switcheroo, Susanna Dinnage who was the Animal Planet global president and dumped Discovery to take up the top job as boss of the English Premier League (EPL) has suddenly dumped the EPL to return/stay at Discovery before she even moved to her new corner office.

Susanna Dinnage would have become the chief executive of the EPL from 2019 - something she called "the pinnacle of professional sport" and said she was "excited for, and for which the EPL described her as "ideally suited to the role".

Now in an extremely embarrassing and extremely odd-looking backflip for people in high-profile leadership positions, Susanna Dinnage is no longer going to the EPL but staying put at Discovery - although it might not necessarily be as Animal Planet global boss.

Susanna Dinnage quit in November as the first vaunted global boss of Animal Planet a year after she was appointed as Animal Planet global president in November 2017. Before this she was chief content officer at Discovery Networks International.

The EPL - seen on SuperSport on MultiChoice's DStv - is the United Kingdom's top football league and hugely popular around the world with expensive and highly lucrative international broadcasting rights.

"Despite her commitment to the English Premier League in early November, Susanna Dinnage has now advised the Nominations Committee that she will not be taking up the position of Chief Executive," says the EPL in an awkward statement, announcing that Susanna Dinnage has dumped them and that the EPL will remain leaderless for a while longer.

"The Committee has reconvened its search and is talking to candidates. There will be no further comment until an appointment is made," the EPL says in its terse announcement.

So far there's also been no announcement from Discovery Inc. on what Susanna Dinnage's new job title and position will entail, with Sunday evening's shock announcement coming just 6 weeks after she said she's leaving.

There's also been no statement from Susanna Dinnage on why she abruptly pulled out of her announced commitment to the EPL - something that is causing significant embarrassment for herself, the EPL, as well as to a lesser extent Discovery that is retaining an executive who now looks erratic and impulsive with business decisions.

Animal Planet boss Susanna Dinnage dumps Discovery to run the English Premier League (EPL) as the first woman in this role.

Susanna Dinnage, the boss of the Animal Planet channel, has dumped Discovery to become the top boss of the English Premier League (EPL) as the first woman to hold this position, and will start in her new job as EPL CEO in early-2019.

Susanna Dinnage quit as the first vaunted global boss of Animal Planet a year after she was appointed as Animal Planet global president in November 2017. Before this she was chief content officer at Discovery Networks International

Susanna Dinnage is now switching one set of animals for a whole other set of animals as she replaces Richard Scudamore as the top exec at the EPL who is leaving at the end of this year.

The EPL - seen on SuperSport on MultiChoice's DStv - is the United Kingdom's top football league and hugely popular around the world with expensive and highly lucrative international broadcasting rights.

Discovery has named no Animal Planet boss successor yet. Susanna Dinnage has been at Discovery since 2009.

Susanna Dinnage quitting Discover's Animal Planet is shocking and surprising, given how she and Discovery effusively hyped her "global" Animal Planet role, the channel that of course got culled without much notification at the end of 2017 in South Africa on MultiChoice's DStv satellite pay-TV platform.

"We had a very strong field, but Susanna was the outstanding choice given her track record in managing complex businesses through transformation and digital disruption," says Bruce Buck, chairman of the Chelsea Football Club and the Premier League's nominations committee, in a statement.

"She is a leading figure in the broadcasting industry, a proven business executive and a great developer of people. She is ideally suited to the role and we are confident she will be able to take the Premier League on to new heights."

"Richard Scudamore, having provided exceptional stewardship for almost 20 years, will leave us at the end of the year in great shape and with an excellent executive team and board able to fully support Susanna."

Susanna Dinnage says "I am excited at the prospect of taking on this fantastic role. The Premier League means so much to so many people".

"It represents the pinnacle of professional sport and the opportunity to lead such a dynamic and inspirational organisation is a great privilege. With the support of clubs and the team, I look forward to extending the success of the League for many years to come."

Jean-Briac Perrette, president and CEO of Discovery Networks International, says in a statement: "Susanna has been a terrific leader for Discovery over the last 10 years. She has a strong understanding of brands and running diverse media businesses both in the United Kingdom and more recently with Animal Planet globally".

"She has been a fantastic teammate for all of us at Discovery, and we are delighted that she has been given this unique and groundbreaking opportunity to lead one of the world's preeminent sports organizations."

Discovery's Animal Planet rebrands with new blue leaping elephant channel logo and changing it's focus to 'family'.

Discovery's is rebranding its Animal Planet channel with a new blue leaping elephant channel logo and introducing some new international programming from 28 October while it's changing it's focus to "family".

Animal Planet is no longer available in South Africa after MultiChoice axed the channel in late-2017 without adequate warning and the removal of the channel as part of a new Discovery channels set carriage deal eliciting anger from many DStv subscribers.

Animal Planet is available on Econet Media's Kwesé TV in Southern Africa in countries outside of South Africa.

Animal Planet will change its on-air look on 28 October and will introduce some new global programming like Cricket! It's the Irwins following the nature conservation family and Amanda to the Rescue in which Amanda Giese cares for dogs that others have discarded.

The new Animal Planet appearance will be phased in in more than 200 countries and territories and was done by the New York-based graphic design firm Chermayeff & Geismar & Haviv (CGH).

Animal Planet says it remains committed to "keeping the childhood joy and wonder of animals alive by bringing people up close in every way" and that the refocused Animal Planet will be "a multi-platform experience for every member of the family".

"Animal Planet has been a much-loved brand around the world for more than 20 years, and the time has never been more right to engage with mass audiences across every platform who are as passionate about animals as we are," says Susanna Dinnage, Animal Planet global president.

"We are able to reach all generations through our content and storytelling – we are here to entertain and delight by bringing people up close to animals and nature."

It's interesting to note that Animal Planet that started out covering animals, then shifted and rebranded to "Surprisingly Human" and focused on the interaction between humans and animals with landmark series like Whale Wars, now seems to change again to be offering programming for viewers of different ages, created around how "families" interact with animals and the dynamics between "families" of animals, as well as human families interacting with animals.

Pablo Pulido, the vice president for marketing at Animal Planet says "Animal Planet required a mark to represent the global aspect of the brand, as an experience that translates across countries, regions and cultures and beyond linear: a platform agnostic approach."

"CGH is known for developing iconic brand marks and I'm excited they delivered a truly global mark for Animal Planet."

Sagi Haviv, a partner at Chermayeff & Geismar & Haviv, says "We are thrilled to be working with Animal Planet and wanted to capture the energy and joy of this beloved brand. Building on Animal Planet's original mark, the new leaping elephant is fresh and distinctive, and should be able to travel across platforms, audiences and the world".

Animal Planet is in active development and production on more than 25 new series to to be announced later this year and in 2019.

It's not clear what or how much of this Animal Planet programming DStv subscribers might possibly see on some of Discovery's other channels currently carried on MultiChoice's platform.

Discovery appoints Susanna Dinnage as the first global president for Animal Planet as its American side is folded into the global division.

Discovery has appointed Susanna Dinnage as the first global president for Animal Planet (DStv 183) as the American part of Animal Planet is being absorbed into the global Animal Planet management as part of a reorganisation.

Susanna Dinnage based in London in the United Kingdom will now report to David Zaslav, Discovery CEO and Discovery Networks International chief executive and president Jean-Briac Perrette.

It means that Animal Planet will now be run globally from London.

Susanna Dinnage has been the president of Discovery UK and Ireland as well as the chief content officer for Discovery Networks International.

Running Animal Planet globally, Susanna Dinnage will be in charge of developing and commissioning animal programming.

"The animal kingdom and natural world give us all such joy and, in times of uncertainty, there is no better antidote than to spend more time immersed in the wonders of the world around us," says Susanna Dinnage in a statement.

"I look forward to bringing new talent and more adventure and reflecting the worldwide love of animals to every screen on Animal Planet. With a team based in London and New York, this is a great opportunity to work with a wide range of production companies across the world."

"As Discovery continues to strategically pivot and deliver our content to consumers across all screens and services, it is more important than ever that our brands are structured and managed in a way that best exploits their global potential," says David Zaslav.

"We are confident that this new global model, combined with Susanna's expert leadership and the worldwide appeal of our animal content, will maximize Animal Planet's power across linear channels and create new digital opportunities around the world."

Jean-Briac Perrette says "Susanna's creative prowess, commercial expertise and deep understanding of consumer viewing preferences across diverse markets has driven success for Discovery's international business for many years. This new structure will expand Animal Planet's strong heritage and affinity among passionate superfans across the globe".