|
MUMBAI: US broadcaster Discovery CEO David Zaslav has announced
that it will launch Discovery PlanetGreen. This will be a
global, cross- platform initiative.
It will include a television network dedicated solely to
green lifestyle programming.
The initiative also includes a $50 million investment in
new original content and a multi-platform offering with interactive
tools and "how-to" resources.
Zaslav says, "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.
"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."
The Discovery PlanetGreen global initiative consists of the
following elements:
-- First-ever 24-hour television network: Beginning in 2008,
Discovery Home Channel will re-brand as the first 24-hour
green channel in the US. The network, expected to debut in
over 50 million U.S. homes, will be dedicated to programming
for a green lifestyle.
The network's content will provide entertaining, authentic
and quality information for such categories as eco-design,
organic food and green architecture.
-- Programming Investment: Discovery is investing $50 million
to create the highest quality content focused on sustainable
development, conservation, organic lifestyles and healthy
living across the company's portfolio of 14 US television
networks. The priority will be on core genres such as science
and technology, transportation and ecotourism, engineering,
home greening and organic living.
The first initiative will be Discovery's new series, Ten
Ways To Save The Planet. This ambitious series, premiering
next year will be a global effort to find solutions to the
planet's most serious environmental threats, and will work
with eco-scientists to test ideas, including wrapping glaciers
in thermal blankets to stop their melting, dropping thousands
of saplings from planes to provide mass reforestation, and
painting entire towns white to reflect the sun..
-- Robust Multi-platform offering: Discovery PlanetGreen
will provide a forum for people curious about their world
and how they can make a difference. The web will be a forum
for like-minded individuals and feature an array of consumer
resources, tools for measuring consumer's carbon footprint;
relevant tips on how to "green" homes, cars, yards
and offices; reliable status reports on climate change, polar
melting, deforestation, endangered species, and the environment's
impact on animal behavior.
Also, Discovery will produce original video content for all
digital platforms including original short form series such
as "Go Green," which will present simple steps on
how consumers can make a difference on a personal and global
basis.
-- Scientific Exploration: Beginning this year, explorer
and wilderness educator Josh Bernstein will lead an annual
scientific journey, funded by Discovery to the planet's most
endangered locations. Comprised of educators, students and
sponsors, Bernstein will take these groups to the most critical
environments to raise awareness about the planet's plight.
-- World Renowned Advisory Board: To appropriately guide
Discovery's many global efforts, the company will create an
advisory board made up of the world's most preeminent scientists,
researchers, innovators and environmental leaders. The Discovery
PlanetGreen Advisory Board will advise and support the company's
program development, partnership outreach and corporate innovation
activities.
-- Innovative Corporate Leadership: Discovery will host a
PlanetGreen Innovation Conference showcasing the latest inventions
and innovative technologies currently being developed around
the world. The conference will bring together top business
leaders, leading scientific experts, and top conservationists
for an open dialogue on ways to protect and improve the world
we live in.
-- Talented Creative Executive: Leading Discovery PlanetGreen
will be Eileen O'Neill who used to be Discovery Health Channel
GM. Eileen will develop and execute an integrated, multi-platform
strategy, launch the network, and provide leadership and coordination
across this global corporate initiative.
-- Living and Working Green: Discovery will further its commitment
to responsible operations with plans to secure the Leadership
in Energy and Environmental Design (Leed) Silver certification
as issued by the U.S. Green Building Council and to make its
global headquarters in Silver Spring, Maryland a carbon-neutral
building.
-- Working with partners to make a difference: In addition
to pursuing its own Leed certification, Discovery will be
working with a coalition of partners, such as The Nature Conservancy,
Treehugger.com, and Grist.org, to produce relevant and entertaining
programming, provide timely, reputable information, and inspire
individuals to make a difference.
|
