Discovery goes green in a big (programming) way

Singapore - Discovery Networks Asia will launch Planet Green, a global programming initiative to celebrate Earth, on Discovery Channel from March 2008.

The initiative, which will reach 115 million households in 24 countries and territories, includes the first 24 hour green television network scheduled to launch in the US next year. With a "commitment to document, preserve and celebrate the planet", "Planet Green speaks to people who want to understand green living and to those who are excited to make a difference by providing tools and information to meet the critical challenge of protecting the environment," the press release reads.

Tom Keaveny, executive vice president and managing director, Discovery Networks Asia, said, "Environmental issues are at the forefront of consumer consciousness now throughout the Asia-Pacific region, and Discovery is positioned to help lead this effort by providing quality content that educates, enables and entertains. Planet Green will become the media brand synonymous with environmental education and awareness in this region." 

The Planet Green block in Asia will launch with 50 hours of programming, from Asian relevant stories produced out of the region, to global specials drawing from Discovery Communications' US$50 million (S$72.51 million) investment in original content that relates to the environment. The block will also be supported by localised websites providing a forum for intereted parties.

Discovery Communications also acquired eco-lifestyle website Treehugger.com in August.