Planet Green to rebrand as Destination America

The network, to be officially launched on May 28, will target adults 25-54 and aims to be "the first network that showcases the essence of American innovation and hard work at its core," says Discovery Communications president and CEO David Zaslav.
April 4, 2012

Discovery Communications is rebranding its Planet Green net as Destination America, effective May 28.

The net, skewing towards adults 25-54, will be available in 59.5 million homes and will feature original programming with American subject matter at its core, ranging from explorations of American cuisine, to stories about celebrated American heroes.

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

“Americans may be divided by politics, but we are united by our love of country,” said Henry Schleiff, president & general manager of Destination America. “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.”

Marc Etkind, senior vice president of content strategy for the net, said that the programming strategy is to collect “the very best of travel, adventure, food, home, and natural history into one brand.”

The original programming slate for the summer will include BBQ Pitmasters, premiering on June 3 with a sneak peek on May 30; Fast Food Mania, premiering on June 3; Super-Duper Thrill Rides, premiering June 16; United States of Food, premiering July 8; Cheating Las Vegas (w/t), premiering July 14; and Ghost Town Gold (w/t), premiering in August.


About The Author
Daniele Alcinii is a news editor at realscreen, the leading international publisher of non-fiction film and television industry news and content. He joined the RS team in 2015 with experience in journalism following a stint out west with Sun Media in Edmonton's Capital Region, and with communications work in Melbourne, Australia and Toronto. You can follow him on Twitter at @danielealcinii.