Discovery to Start Channel Focusing on Green Movement

[RedEarth]

Discovery Communications, the cable channel operator, plans to start a 24-hour channel focused on eco-friendly living, as part of a push into the rising environmental movement.

The company, based in Silver Spring, Md., will next year rebrand its Discovery Home Channel with a name that has not been selected but will reflect its position as the centerpiece of an initiative called PlanetGreen.

In addition to the cable channel, which will be carried initially in 50 million homes, other Discovery outlets including its flagship Discovery Channel will carry documentaries and other programming highlighting the new green lifestyle channel, said the chief executive, David M. Zaslav.

The first such project is “Ten Ways to Save the Planet,” and is scheduled to be shown in the second half of next year.

Additionally, the company said the initiative, which is to be announced today at the company’s presentation in Manhattan, will feature Internet components. Discovery will also look at extending the green channel concept into the 170 counties where it has channels.

http://www.nytimes.com/2007/04/05/business/media/05green.html?ex=1333425600&en=e960fc0f58b86e68&ei=5089&partner=rssyahoo&emc=rss

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