Discovery sees wide Planet Green reach

By Michele Gershberg

NEW YORK (Reuters) - Discovery Communications expects its upcoming Planet Green cable channel to expand its reach within three years of its 2008 launch, with potentially 70 million homes hooked into its eco-friendly programming.

The company is converting its Discovery Home Channel into Planet Green, the first 24-hour U.S. television network dedicated to eco-friendly lifestyle programming, which will launch in 52 million homes.

"It could be a meaningful place for all the people that care about green, an advocacy network, so to speak, to advocate for the planet," Discovery Communications Chief Executive David Zaslav told the Reuters Media Summit in New York.

While initial investment in the channel's launch was set at about $50 million, Discovery is spending more than that on the project and is confident it will pay off with strong advertiser interest, Zaslav said.

He expects Planet Green to be seen in 65 million to 70 million homes within three years with the wider roll-out of digital video.

Zaslav cited an audience base that could, for example, include shoppers at organic grocer Whole Foods Markets Inc (WFMI.O: Quote, Profile, Research, Stock Buzz) who are interested in environmentally friendly living but want more information on how do it.

"The people that shop there, a lot of them pull in their (GMC) Yukons, and they're still flying around. They haven't changed dramatically the way they lead their lives. But they've made a decision that they want to do a little better, and that's the people that we are going for," he said.

Discovery Communications is owned by Discovery Holding Co (DISCA.O: Quote, Profile, Research, Stock Buzz), whose chairman is cable mogul John Malone, as well as Advance/Newhouse Communications and Discovery founder John Hendricks.  Continued...