Discovery launches first 'green' channel

Planet Green, thought to be the first television channel dedicated to the environment, is due to be launched in the US tomorrow.

Discovery Communications is replacing Discovery Home Channel with the full-time new service carrying original shows featuring stars including Leonardo DiCaprio, Tommy Lee and Ludacris.

Eileen O'Neill, Planet Green's president and general manager, said the aim was to spread the environmental message.

"Ecotainment is a new genre, and we have a lot of great content that's very diverse," she said. "We're bringing green into the mainstream. We need to reach even more people so they see the entertainment value but also the green message. That's what we're all about."

O'Neill said the content and channel was well supported: "There is a rally cry out there, and now we're really going to bring it into viewers' own homes to be the inspiration for them to make changes around their household and lifestyle."