Discovery ditches Green for red, white and blue

Discovery Communications has finally decided to drop its environmental-themed cablenet Planet Green in favour of a patriotic channel called Destination America.

C21 reported over a year ago  that the US factual specialist was considering a rebrand of the network it launched in 2008, itself a replacement for Discovery Home.

Now Planet Green will become extinct on Monday May 28, Memorial Day in the US, commemorating the end of the American Civil War.

According to Discovery: “Destination America will be the first network to celebrate the people, places and stories of the United States, emblazoned with the grit and tenacity, honesty and work ethic, humour and adventurousness that characterise our nation.”

The network will be aimed at 25-54s and will be available in 59.5 million homes, featuring original series covering subjects such as American food, mysteries, heroes and iconic natural landmarks.

“Discovery was founded by a true pioneer of cable who pursued his own American dream,” said president and CEO David Zaslav, referring to chairman John Hendricks. “In this spirit, we’re proud to present the first network that showcases the essence of American innovation and hard work at its core.”

“Americans may be divided by politics, but we are united by our love of country,” added Henry Schleiff, who as president and general manager of Planet Green, Investigation Discovery and Military Channel retains the same role at the new net.

“As a network inclusive to all, Destination America will celebrate this connective spirit by curating the common ground among us: the pluck of the worn saddle, the promise of exploring new territory, and the diversity that has made this nation great.”

Discovery promises a “360-degree experience that spans digital platforms and social media sites,” plus an original iPhone App, allowing consumers to “share favourite destinations and themes across America.”

Marc Etkind, who is currently senior VP of content strategy for Planet Green, will have the same role at Destination America.

Some of the shows on the slate for the new channel are outdoor cooking competition format BBQ Pitmasters, plus two other shows celebrating national cuisine: Fastfood Mania and United States of Food, the latter a “celebration of America’s obsession with meat.”

“By collecting the very best of travel, adventure, food, home and natural history into one brand, we’re excited to create a new lifestyle destination for programming that Americans love,” said Etkind.

Other titles due to air in the summer are: Super-Duper Thrill Rides, about the country’s most extreme roller coasters; Cheating Las Vegas, a peek into some of the most elaborate scams of modern casino gaming; and Ghost Town Gold, an exploration of American archaeology through the abandoned reaches of the old Wild West.