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WILL 'BRIGHT GREEN' BRING DISCOVERY THE LONG GREEN?

Eco-Channel Chases Ads,
While Fleeing Backlash;
Consoling the Composter

(The Wall Street Journal, March 21, 2008) (PDF of original;Link to story on wsj.com)

by SAM SCHECHNER

Comedian Annabelle Gurwitch is trying to show a bunch of fraternity brothers the virtues of saving water. So, while a TV camera rolls, she strips down to gym shorts and bra, and jumps into a low-flow shower with one of them.

Ms. Gurwitch's conservation-minded show is part of a two-year, $100 million push by Discovery Communications LLC to launch an around-the-clock TV network called Planet Green. If successful, its "eco-lifestyle" brand could prove lucrative, attracting advertiser-friendly viewers who are willing to pay extra for hybrid cars and organic food. But Discovery must avoid being snared in a potential green-marketing backlash -- or, worse, found guilty of making boring TV shows. ...

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