SILVER SPRING, MD: Discovery Communications highlighted its edgy side in its campaign to get mainstream viewers to tune into its Planet Green network that will be introduced to 50 million US households June 4.
In addition to being a 24-hour network, Discovery positioned Planet Green as a "full, multi-platform global initiative," said Annie Howell, SVP of communications and public affairs for Discovery Communications.
When it began its TV upfronts for the media in April, Discovery's PR started talking about the television ...