Look out Sundance Channel, Discovery is hot on your tail! In the wake of success with their visually-spectacular Planet Earth, Discovery executives yesterday announced plans to launch a new network channel called PlanetGreen dedicated solely to green lifestyle programming. A $50 million dollar investment for original content will push the concept forward with a launch in 2008. From the release,
“‘The Earth has been central to Discovery since John Hendricks first chose the planet to represent our brand. The goal of Discovery PlanetGreen is to use Discovery’s worldwide credibility to be the most comprehensive and trusted global resource for celebrating, preserving and protecting the planet,’ said Zaslav. ‘The enormous viewer response to PLANET EARTH demonstrates the interest and passion for more information about our
wondrous planet. Discovery PlanetGreen aims to be the number-one media destination for this growing consumer segment.'”
Unlike Sundance’s THE GREEN which features a three-hour block of time, Discovery’s PlanetGreen will be a 24-hour channel expected to debut in over 50 million homes. In addition to green programming, Discovery will also be making a commitment to increasing its own corporate sustainability. LEED certification will be pursued to make their global headquarters in Silver Spring, Maryland carbon-neutral.
I’ve always been impressed with Discovery’s network programming — especially on the HDTV side of things. I look forward to enjoying a new green network that’s up as late as I am. Hit the press release for more!