Discovery launches Planet Green tonight at 6 p.m., the first cable network devoted entirely to eco-friendly messaging. Big advertisers such as GM have jumped aboard, and the 250 hours of original programming will have a decidedly popcorn-friendly twist. No Love Your Mother fluff here: instead, monster trucks compete with each other (showcasing big rigs with hybrid engines), investors flip property for profit (showcasing green redesign), and homeowners compete to see who can wring the most juice out of the sun (showcasing solar tech).
Discovery is betting huge, putting $100 million into the idea that consumers will want to be entertained with a green vibe. We sense a hit. With Prius sales over 1 million and consumers reluctantly walking away from Ford F-150s, Discovery combines Americans’ concerns over the environment with our lust for power and aggression.
(Photo: Dark Patator)