Project Green

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Our Mission

• The mission of Discoverys Planet Green is to be
  the ultimate green media destination championing
  a positive impact on the health of our planet.
  It will bring together the preeminent people and
  organizations to affect real change.
• Discoverys Planet Green will contribute to the
  stewardship of the Earth by celebrating its
  wonders and inspiring personal action through the
  power, heritage and diverse resources of
  Discovery Communications.
• Our trusted, accessible, high quality offerings
  will educate, entertain and enable individuals to
  live a greener lifestyle.
• Ultimately, our mission is to think big, create
  buzz, make an impact, and change external
  culture.

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Discoverys Unique Position

• Only ONE media company dedicated to the planet
  for the last 20 years
• Only ONE company with total commitment to lead
  the exploration and innovation of green
• Only ONE brand with global reach - 173 countries
• Only ONE Planet Earth, the most successful
  natural history series, with 65 million viewers
• Only ONE 24-hour cable network reaching over 50
  million US households Planet Green

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Guiding Principles
What we ARE
What we are NOT

• Passionate
• Inspiring
• People-focused
• Optimistic
• Entertaining
• Authentic
• Informative
• Fun
• For the curious
• Accessible
• Enabling
• Balanced
• Inclusive

• Purist
• Inspiring guilt
• Animal-focused
• Doom and gloom
• Instructive or didactic
• Green washed
• Preachy
• Earnest
• For the close-minded
• Cloistered
• Discouraging
• Political

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What Do We Believe?

• Green is gold- We believe in conscious
  consumerism
• Constant change we are part of an evolution,
  not revolution
• No pressure zone no one is perfect
• It is all about me what does it mean to me, my
  family, my world
• Against indifference we will express a P.O.V

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Brand Essence
VISION To get people talking about green, by
giving them something to talk about. THE
TARGET Our audience is defined by a shared view
of the world, not an age. Its a psychographic -
We call them Bright Greens. POSITION By
putting a green lens on pop culture,
entertainment and lifestyle, Planet Green
activates the armchair environmentalist, and
validates every green choice they make.
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Planet Green Board of Advisors

• Members of the Board of Advisors will take an
  active role in guiding the vision of the Planet
  Green initiative.
• Composition
• The Board will consist of a broad spectrum of
  preeminent thought leaders in the fields of
  Climate Change, Environmental Science,
  Technology, Business, NGOs, Government and Media
• Roles
• Represent interests, accomplishments and
  constituencies in the Green community
• Provide expert counsel on emerging concerns,
  trends and findings, leading to creation of
  programming and content opportunities,
  partnerships and activities
• Share recommendations on practical methods to
  introduce, inform and involve Discovery viewers
  in making a positive difference for the planet

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Non-Profit Partnerships Play a Strategic Rolefor
Planet Green

• Protects Lands and Waters
• 1M members, JSH formerly on their Board
• Select Partners GM, BP, Bank of America, Pfizer,
  Cargill, Merrill Lynch, etc.

• Focus on Sustainability
• Food, Fashion and Green Building Expertise
• Select Partners Phillips, Bosch, Food Wine,
  3M, Xerox. Whole Foods, etc.

• Supports Scientific Research Trips
• Employee Recognition opportunity
• Select Partners HSBC, Shell, Starbucks, Tyco,
  UBS, Google, Alcoa, etc.

• Advancing Environmental Law/Policy
• 1.3M members, Powerful on Capitol Hill, DiCaprio
  on Board
• Select Partners Walmart, BP, NBA, Conoco, etc.

• Mobilizes Hollywood to Raise Awareness and
  Inspire Action
• Helped to launch the Prius
• Select Partners Toyota, Shaklee, Waste
  Management, Pepsi, BP, Whole Foods, etc.

• Ocean Advocacy US Focused
• Shark Week Partner, Annual Coastal Cleanup Events
• Select Partners Dow Chemical, others

• Leader in Wildlife Conservation
• 5M members, Backyard Habitat Certification
  Program, Affiliates in every state
• Select Partners BP, Stonyfield, etc.

• Protecting the Worlds Oceans
• 300K members around the world
• Select Partners Acura, AIG, CitiBank

• Reinventing activism for younger generations
• Select Partners Apple, Focus Features,
  Coachella, X Games

• US Arm of Gorbachevs Green Cross focused on
  climate change, H20 and WMD
• Select Partners Home Depot Foundation, others

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Whats the Channel?

• Lifestyle Culture From ecofashion to
  "lifestyles of the green and famous", we'll meet
  the people making a difference, or just aspiring
  to do so. Find out the best green products, see
  who's living off the grid, learn about
  sustainable cooking and see how easy it can be to
  make the small changes that make a big
  difference. Its low impact living at its best.
• Technology Invention Cutting edge concepts and
  a little elbow grease combine to bring forth some
  of the most fascinating environmental ideas.
  From cars to gadgets to extreme green building,
  it's what's happening today... and tomorrow.
• Transportation Necessity is the mother of
  invention, so bring on alternative fuels! From
  cow dung, to pizza, to corn... new ways to get
  around don't have to rely on the traditional gas
  station.
• Transformation What once was old can now be new
  again, without impairing the environment. Old
  buildings, old clothes, old furniture all find
  new life with environmentally-friendly makeovers.
  Its amazing how quickly trash can become
  treasure.
• Home Design If you think "green home design"
  means expensive, stark, and boring, think again.
  New concepts in flooring, furniture, and
  insulation let you live comfortably,
  economically, and stylishly.
• Architecture The brightest minds of today are
  designing the buildings of the future. Designed
  to be both aesthetically powerful and low-impact,
  these are big buildings that leave a small
  footprint.

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Greensburg (wt)

• May 4, 2007 witnessed the worst tornado in U.S.
  history, with a twister spanning two miles across
  that destroyed Greensburg, Kansas. Within
  minutes the lives citizens had known and love
  were completely gone, replaced by rubble and
  broken dreams. 95 of the town lay in waste as
  citizens emerged from their storm cellars. Most
  were able to relocate to nearby towns quickly and
  with relative ease. However, now begins the
  difficult process of picking up the pieces and
  moving back in.
• 13x60
• Executive Produced by Leonardo DiCaprio and
  Pilgrim Films

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Wated

• From the lights you leave on when no one is
  home, to the fast-food packaging you simply throw
  away, your actions carry a high environmental AND
  economic cost.Each week our Wated team, led by
  author and environmental commentator Annabelle
  Gurwitch, will take a different group (a family,
  frat house, business, etc.) and put them through
  an environmental audit of their waste and energy
  use. Using a unique eco-calculator, well
  translate their resource use into an actual land
  size, to give a visual idea of the impact their
  lives are having on the planet.
• Confronted with the terrifying truth about their
  long-term impact on the earth and the money it
  is costing them NOW each group will be put on a
  3 week green regime to hopefully clean up their
  act. Well then surprise them with a follow-up
  visit to re-calculate their footprint, and
  translate their energy savings into cold, hard
  cash!
• 10x30
• Hosted by Annabelle Gurwitch / co-host TBD
• Recognized internationally at the worlds Best
  Observational Format at the MIPCOM television
  conference
• Sold as a finished product and/or format in over
  10 different territories

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Our Brand Positioning and Interactive
AssetsPosition us as a Leader in Green on the Web
TREEHUGGER (1 Commercial Green Site on the Web
Today)

• Blog Format
• Fast
• Interesting
• News

• Positive, Aspirational, 95carrot 5stick
• Edgy
• Opinion

PLANET GREEN (Community-driven, Action-oriented
Entertainment)

• Editorially curated
• Personal
• Commerce
• Entertaining fan-sites

• Action oriented
• Social Currency