• by David Goetzl  @dgoetzl, July 28, 2008

Amid humdrum ratings and the lack of a recent breakout hit, Discovery has let the head of its TLC network go. Angela Shapiro-Mathes, the former head of Fox Television Studios, had been on the job as network president and general manager for a little over a year.

Discovery Communications CEO David Zaslav replaced her with Eileen O'Neill, who recently oversaw the launch of environmentally focused network Planet Green. The green network is unrated, but Zaslav said he's been pleased with the results so far.

O'Neill had previously run TLC on an interim basis in 2007.

Discovery said Shapiro-Mathes--hired by Zaslav soon after he took over--had some successes at TLC, including bringing the "Miss America" pageant to the network from CMT; establishing a partnership with Real Simple magazine; and signing a production deal with Kelly Ripa.

But in a note sent out Friday, Pali Research analyst Rich Greenfield said five shows Shapiro-Mathes had developed were launched in the last two weeks--and Greenfield suggested that early lackluster ratings apparently convinced Zaslav to pull the trigger. The shows were "supposed to be the transformation of TLC's programming ... her firing is likely an indication that the new programming did not live up to Discovery's expectations," Greenfield wrote.

Greenfield said, however, that he was "encouraged that (Discovery executives) are not letting a mistake linger," regarding Shapiro-Mathes' high-profile hiring.

By one measure, TLC under Shapiro-Mathes posted mostly flat ratings. In prime time in the key adult 18-to-49 demo, TLC averaged 509,000 viewers in the January-May 2007 period--the five months before she took over. That fell slightly to 507,000 during the comparable period this year.

Average total viewers rose by less than 1% to 930,000 during those periods.

Pali Research's Greenfield said TLC and Discovery Channel are the company's two most profitable networks. In the first quarter of this year, the company's domestic ad dollars were up 14%--with overall revenues up 3% to $491 million. Operating cash flow was up 18%. Discovery is expected to become a public company this fall.

Under Shapiro-Mathes, TLC's leadership base shifted from the Discovery hub in Silver Spring, Md. to the West Coast, and Zaslav said: "She has diversified TLC's programming mix and increased the network's development presence in Los Angeles."

Her replacement, O'Neill, was able to attract some top talent to Planet Green, including Adrian Grenier, Emeril Lagasse and Tom Brokaw.

"With massive reach, brand awareness and a foothold in popular programming genres including lifestyle, fashion, real estate and families, TLC is well-positioned for the future," Zaslav said.

O'Neill will be replaced by Clark Bunting, president of Discovery's Emerging Networks Group, as head of Planet Green on what appears to be an interim basis.

Over time, Shapiro-Mathes' tenure atop Fox Television Studios appears even more impressive with shows developed there--USA's "Burn Notice" and "Saving Grace" on TNT--proving to be hits. "The Shield" continues as a success on FX.

Before Fox, she headed ABC Family.