Planet Green Rebrands as Destination America

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Discovery Communications will rebrand its Planet Green network as Destination America on Memorial Day, May 28.
The newly christened channel "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, humor and adventurousness that characterize our nation," according to officials at the programmer.
Destination America will target adults 25 to 54 with genres like natural history, food, travel, home and adventure, and be available in 59 million homes at launch. Henry Schleiff will be the president and general manager of the network in addition to holding that title at Investigation Discovery and Military Channel.

Planet Green launched in 2008 as a network dedicated to ecology and environmental programming, replacing Discovery Home. Despite efforts to broaden the channel's programming, Planet Green struggled to breakout and a rebrand was expected.

Destination America's initial summer programming slate includes a new season of BBQ Pitmasters; Fast Food Mania, where host Jon Hein travels in search of the most unusual fast food items and outposts; Super-Duper Thrill Rides, an hour-long series on the most extreme roller coasters; United States of Food, a celebration of America's obsession with meat; Cheating Las Vegas, a look at some of the most elaborate scams in modern casino gaming; and Ghost Town Gold, which explores the Wild West for collectible artifacts.

"Americans may be divided by politics, but we are united by our love of country," Schleiff said in a statement. "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."

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