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DISCOVERY COMMUNICATIONS  print     e-mail 
 
Silver Spring, MD
 
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Green media authority
 
PRESIDENT & CEO
David Zaslav
 
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It?s ponied up $50 million for original green TV programming.
 
  
As the company behind TV's Animal Planet and Discovery Channel hits like Planet Earth, it's not surprising that this media company has a penchant for green causes. Still, it made the whole communications industry sit up and take notice recently when it announced the mid-2008 launch of a new TV channel devoted to coverage of environmental issues—one that would be shown in 50 million U.S. homes. With the August acquisition of TreeHugger.com, the leading eco-lifestyle website, it became official: A new green authority had arrived.

But at Discovery Communications, it's not only the programming that's green. The firm has also compensated for 100% of the carbon dioxide emissions produced by its Silver Spring, MD, headquarters (which boasts energy-efficient lighting, bamboo floors and water-conserving faucets and toilets) by making an equal contribution to funding environmental projects.

The company's commitment to what it calls the Planet-Green initiative is part of its plan to cast itself as the world's "most comprehensive and trusted global resource for celebrating, preserving and protecting the planet." Guided by an advisory board of leading eco-researchers and scientists, it will soon host an annual conference devoted to environ-mental innovation. And while its new channel features the stylish side of eco—shows on design, architecture and organic food—the company has committed $50 million to creating green programming on all 14 of its channels. First up: the Discovery Channel series Ten Ways to Save the Planet. We think this is a pretty good start.
 
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