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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

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.

"This is a new genre," Ms. O’Neill, the channel's executive explains. "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