06/10/2008 05:12 am ET | Updated May 25, 2011

Planet Green: Discovery Channel To Launch Environmental Network

Can the environment make for entertaining TV? Discovery Communications is about to find out.

On Wednesday, Discovery will introduce Planet Green, a new cable brand promoted as the first 24-hour channel dedicated to eco-friendly living. It is the highest-profile cable channel introduction of the year, and an equally risky one. By wrapping itself in the planet, Discovery is betting that "eco-tainment" will appeal to viewers.

Planet Green will replace the Discovery Home Channel in more than 50 million homes. Eyeing the public's increased interest in environmental issues, Discovery is confident that it can attract more viewers with green-themed programming.

"This is an eco-tainment channel," said Eileen O'Neill, the general manager of Planet Green. "It's a lifestyle and entertainment channel that's designed to activate people in the green space."

It is also intended to engage advertisers, many of whom have green-themed marketing messages to share with viewers.

Read more on The New York Times