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Discovery to rename Planet Green channel Destination America

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Discovery Communications has announced plans to rebrand the Planet Green channel.

The media company will change the name and focus of Planet Green to Destination America, a new channel that will put the spotlight on the food, people and places in the US.

"We became convinced there was an opening there to build a channel based on middle America, strong values, behaviour and customs," CEO David Zaslav told USA Today.

Destination American will commence Monday, May 28.

With the focus on "sustainable living, energy conservation and Earth Day", Planet Green failed to grab the attention of viewers.

"The feedback from viewers was that... programming about the environment was not entertaining enough," Zaslav expressed. "We knew pretty clearly, about two years in, that we just weren't gaining momentum."

Discovery Communications also struggled with making a profit from Oprah Winfrey's network OWN.

Winfrey recently admitted to making mistakes since launching OWN a year ago.

"The idea of creating a network was something that I'd wanted to do," she said. "Had I known that it was this difficult, I might have done something else."

Watch a promo of a segment shown on Planet Green below:

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