Discovery Communications to Start New Green Channel

The New York Times reports today that Discovery Communications, Inc. (the media giant behind more than 10 networks on cable and online) will be launching a new channel devoted to covering the green movement. The as-yet-unnamed channel will reach 50 million households, according to the article. It will replace the current Discovery Home channel.

So why is DCI moving into the green arena? Looks like they’re courting that other green–greenbacks. From the article:

In addition to satisfying the interests of viewers, [CEO David] Zaslav said that advertisers now have distinct green budgets in the same way that they have online budgets.The new channel will launch in 2008.

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