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Home > By DEPARTMENTS > Sales and Marketing > Marketing Management > Media & Public Relations for Green Companies and Communities

Discovery Launches

Discovery launches "Green Planet" the first 24/7 cable channel of eco-tainment.

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Discovery Studios is the recently-created division of Discovery Communications charged with developing and producing original series, specials, theatrical documentaries and short form content for Discovery’s television networks.

Veteran television executive Nancy Daniels has been named Vice President of Development and Production for Discovery Studios. Based in Burbank, Calif., Daniels will oversee all West Coast production and development activities for Discovery Studios. Projects now under her supervision include programs for TLC, Travel Channel, Planet Green, Discovery Health Channel and others.

About Discovery Studios

Discovery Studios is devoted to the creation of original television series and specials, theatrical films and short-form content within Discovery Communications, the number-one nonfiction media company reaching more than 1.5 billion cumulative subscribers in over 170 countries.

Through TV and digital media, Discovery's 100-plus worldwide networks include Discovery Channel, TLC, Animal Planet, The Science Channel, Discovery Health and Discovery HD Theater. Discovery Communications is owned by Discovery Holding Co. (NASDAQ: DISCA, DISCB), Advance/Newhouse Communications and John S. Hendricks, Discovery's founder and chairman. For more information about Discovery Communciations visit www.discoverycommunications.com.

For more information about Planet Green visit planetgreen.discovery.com

For more information about SUBMISSIONS visit submissions.discovery.com

MEDIA WATCH: Planet Green Launches June 11, 2008

Discovery is introducing Planet Green, a cable brand promoted as the first 24-hour channel dedicated to eco-friendly living. The 24-hour eco-oriented lifestyle network will launch with 50 million cable homes. It is the highest-profile cable channel introduction of the year, and an equally risky one. By wrapping itself in the planet, Discovery is betting that “eco-tainment” will appeal to viewers.

The channel’s programming is studded with celebrities such as

  • Chef Emeril Lagasse hosting a cooking show featuring organic and locally grown foods, and "Entourage" star Adrian Grenier living a green life.
  • "Greensburg," a 13-episode documentary series, follows the story of a small Kansas community coming together after being hit by a 5-rated tornado in May 2007. The series is produced by Leonardo DiCaprio's production company, Appian Way, along with Craig Piligian's Pilgrim Films & Television.
  • "Hollywood Green," a weekly entertainment magazine, will showcase earth-conscious celebrities.
  • "G Word," a daily series hosted by two news correspondents
  • "Wrecklamation," billed as recycling on steroids.

The channel has almost all original programming — partly because there was not an available vault of entertaining environmental programming to tap into. Part of their challenge has been educating the production community that may have had certain expectations of what green content is.

Planet Green's Target Audiences

Planet Green will speak to people who want to understand green living and to those who truly want to make a difference by providing tools and information to meet the critical challenge of protecting our environment. Planet Green's platforms include leading eco-lifestyle website TreeHugger.com and the recently launched solutions-oriented PlanetGreen.com. Discovery is also launching Discovery Education Green, a K-12 service that hosts dynamic media content correlated to state standards. Discovery Education Green will help teachers integrate Green lessons into their curriculum and empowers students to make more environmentally conscious decisions.

Planet Green's Sponsorship

GM is the first advertiser to sign on to Discovery Studios--a full-service production division of Discovery Communications--established to create original, short-form video content.

GM's deal also includes traditional commercial messaging on Planet Green, where the carmaker will focus on its fuel-efficient vehicles, hybrids and biofuel vehicles.

Planet Green's Promotion

Timed to the switch from Discovery Home to Planet Green, Discovery marketers are conducting “Random Acts of Greenness.” At the Indianapolis 500 last month, they handed out T-shirts and beach balls to consumers who exemplified green living, and sponsored the cleanup day after the race. The giveaways will continue in New York, Milwaukee; Washington; and San Diego, San Francisco and Oakland, Calif.

On launch day, Wednesday, June 11, 2008. Mr. Zaslav will throw out the first pitch in Washington, and the stadium’s JumboTron will count down to the channel’s 6 p.m. debut. Also that day, all the Discovery cable networks will show green logos.

The New York Post is going green on Wednesday, too: the newspaper will turn its flag green that day and feature advertisements for the channel all week. The newspaper will also give away 250 bicycles with Planet Green branding.

“This is a new genre,” Ms. O’Neill said. “People don’t have any set expectations of what green media is, and we’re defining it — as really funny, engaging, entertaining and definitely credible.”

Planet Green: planetgreen.discovery.com

Discovery Studios: www.discoverystudios.com

MARYLAND
1 Discovery Place
Silver Spring, MD 20910
Tel: +1 (240) 662-2000

LOS ANGELES
2600 West Olive Avenue
5th Floor
Burbank, CA 91505
Tel: +1 (818) 333-5255



Edited by Carolyn Allen, owner/editor of California Green Solutions
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