Planet Green: TV Designed for ‘Conscious Living’

Oct 2, 2009  •  Post A Comment

By Allison J. Waldman

At Discovery Communication’s Planet Green network, it’s all about evolution.

“We’re in the midst of a reformation,” said Planet Green President and General Manager Laura Michalchyshyn, who has been leading the channel’s development since she came on board five months ago. “There’s a generation now, the millennials, that walk, sleep and eat environmental issues. We need to stay ahead of the curve by being proactive.”

When Planet Green launched in June 2008 with the mission of the greening of America and the world, the goal was programming that promoted an eco-friendly lifestyle.

“We’re broadening the scope from just saying we’re an eco-lifestyle channel,” Michalchyshyn said. “This is going beyond the use of the word green. It’s really about sustainability.”

There’s a lot of new programming in the works at Planet Green, including 10 shows in development.

“In July we announced a number of series and specials, moving away from the do-it-yourself, how-to genre and moving it into provocative narrative and storytelling,” said Michalchyshyn. “There are enough shows on competing networks that cover how-to. We want to be more about inspiring and more aspirational.”

She also said the goal is to make Planet Green programming “accessible, mainstream, action-oriented, measurable and exciting.”

Michalchyshyn said, “Those words, I think, weren’t completely embraced when we first launched. This is now conscious-living TV, being aware of how we’re making decisions and how our decisions have an impact on the planet and our future.

“The strategy is a shifting-gears strategy. We have shows that include everything from ‘Planet Mechanics’ to ‘Cool Fuel’ that are oriented toward cars, ‘Gadget Geeks’ and shows for people who are interested how new technologies are changing the way we think of transportation and the vehicles we drive,” she said.

Planet Green’s brand definition has changed along with its programming.

“We’ve been calling ourselves a 24/7 eco-lifestyle channel, but now we’re saying that this channel is about people and our impact on this planet and how we interact with the planet,” said Michalchyshyn. “It’s about people making a positive change. Green is a fact, but sustainability is forever. We’re moving our definition to the sustainability camp and looking at people and characters and a great narrative in terms of the kind of programming on our air.”

In reforming Planet Green Michalchyshyn has been learning who the typical viewer is. “We’re learning that this is an engaged audience. Our audiences are interested and curious; they tend to be a little bit more sophisticated. These are avid learners,” she said. “We’re skewing slightly more female than male. Our demographic age is 42.”

The Planet Green viewer is also active across multiple platforms, especially PlanetGreen.com and Treehugger.com.

“We’ve seen a growth year on year that’s quite extraordinary. Our growth in our Web traffic is one of the ways that we’re [able to tell] the activity for the linear net is increasing,” she said. “Our audience tends to be on all platforms at all times.

“Another huge focus for us is making sure our social media strategy, our Web strategy, is about delivering content that is unique and customized for the digital age.”

One goal that Planet Green has espoused over the past few months is becoming an entertaining, multiplatform deliverer of that kind of content.

“The network has got to be entertaining to our audience. The channel is only a success if it’s entertaining,” said Michalchyshyn. “We’re bringing in a whole new slate of programming, introducing new series and specials and a documentary block.”

The documentary block is a weekly premiere of classic and high-profile films such as “An Inconvenient Truth” and “Who Killed the Electric Car?”

“Every Saturday night we present a feature-length or a one-hour documentary that is exclusive to Planet Green. The majority will be premieres to U.S. television,” she said. “We started with ‘The Last Beekeeper,’ which Jeremy Simmons directed and World of Wonder produced. It traveled the film festival circuit, but never had a broadcast premiere.”

More than any other show on Planet Green, the series “Living With Ed” captures the balance of entertainment and information that Michalchyshyn talks about. It’s the network’s signature show.

“Ed Begley Jr. is the real deal. This is a guy who rides his bike all around L.A. He’s one of the earliest Prius owners, and he’s a character,” she said. “He’s been an environmentalist and a community activist for over 20 years, and we’re evolving that show. We’re going to see Ed and his wife, Rachelle, beyond the home and the do-it-yourself. We’re going to look at Ed’s involvement in the community and the kind of activities he’s doing on the road. So we want to broaden the scope of the show.”

Like Begley, chef Emeril LaGasse is a Planet Green star. “Emeril has such a way with engaging audiences, and he’s got such a personality. He’s done three different kinds of specials for us,” said Michalchyshyn. “He just finished shooting a special in Napa Valley, which will air at the end of October, and he’s looking at organic wines, late fall harvest, foods that are sourced in Northern California. We’re all about getting Emeril out of the kitchen and interacting with the farmers, the makers of cheese, the vintners. It’s about more than cooking.”

65 Comments

  1. I’m Looking for a project to volunteer in this might not be on topic but is there anything you can recomend me? I would really apperciate it thanks!

  2. Now and then I’ll stumble across a post like this and I’ll recall that there really are still interesting pages on the web. ^_^. Thanks.

  3. Very good text. I’ve found your site via Google and I’m really glad about the information you provide in your articles.

  4. Super site, and niec text.

  5. Very good text. I’ve found your site via Google and I’m really glad about the information you provide in your articles.

  6. Good post, thanks

  7. Thanks for your visiting this http://www.glamoursell.com online store.

  8. Thanks for your visiting this http://www.replicaseller.com/replica-pens online store.

  9. Excellent job.

  10. Thanks for your visiting this http://www.hello-free.com/freebies online store.

  11. Wonderful to read!

  12. Thanks for your visiting this http://www.watchau.com/replica-pens/ online store.

  13. If you’re still on the fence: grab your favorite earphones, head down to a Best Buy and ask to plug them into a Zune then an iPod and see which one sounds better to you, and which interface makes you smile more. Then you’ll know which is right for you.

  14. Hands down, Apple’s app store wins by a mile. It’s a huge selection of all sorts of apps vs a rather sad selection of a handful for Zune. Microsoft has plans, especially in the realm of games, but I’m not sure I’d want to bet on the future if this aspect is important to you. The iPod is a much better choice in that case.

  15. Wow, amazing blog layout! How long have you been blogging for? you make blogging look easy.

  16. Kudos to you! This is a really good blog here and I love your style of writing. How did you get so good at blogging?

  17. Way to focus and straight to your point, i love it. Keep up the work people. Dont let anyone stop us bloggers.

  18. You make blogging look like a walk in the park! I’ve been trying to blog daily but I just cant find writing material.. you’re an inspiration to me and i’m sure many others!

  19. This has truly sparked up an notion in my brain. This really is a superb weblog submit.

  20. I would like to start my own blog one day. This was a really nice blog that you made here. Keep up the success 😛

  21. Way to focus and straight to your point, i love it. Keep up the work people. Dont let anyone stop us bloggers.

  22. Great blog!! You should start many more. I love all the info provided. I will stay tuned :)

  23. Dreamin. I love blogging. You all express your feelings the right way, because they are your feeling, focus on your blog it is great.

  24. This is good info! Where else can if ind out more?? Who runs this joint too? Keep up the good work :)

  25. I am extremely impressed with your writing skills and also with the layout on your blog. Is this a paid theme or did you customize it yourself? Either way keep up the nice quality writing, it’s rare to see a nice blog like this one these days.. :)

  26. I love the way you write and also the theme on your blog. Did you code this yourself or was it done by a professional? I’m very very impressed.

  27. Love all the opinions expressed here! How is everyone? Love how everyone expresses whatr they feel :)

  28. Neat blog layout! Very easy on the eyes.. i like the colors you picked out

  29. This is good info! Where else can if ind out more?? Who runs this joint too? Keep up the good work :)

  30. Nice blog here! Also your website loads up fast! What host are you using? I wish my website loaded up as fast as yours lol

  31. Hey how are you doing? I just wanted to stop by and say that it’s been a pleasure reading your blog. I have bookmarked your website so that I can come back & read more in the future as well. plz do keep up the quality writing

  32. I would like to start my own blog one day. This was a really nice blog that you made here. Keep up the success 😛

  33. Great blog!! You should start many more. I love all the info provided. I will stay tuned :)

  34. I am extremely impressed with your writing skills and also with the layout on your blog. Is this a paid theme or did you customize it yourself? Either way keep up the nice quality writing, it’s rare to see a nice blog like this one these days.. :)

  35. Great wordpress blog here.. It’s hard to find quality writing like yours these days. I really appreciate people like you! take care and see you soon

  36. Great blog!! You should start many more. I love all the info provided. I will stay tuned :)

  37. Great wordpress blog here.. It’s hard to find quality writing like yours these days. I really appreciate people like you! take care and see you soon

  38. Love all the opinions expressed here! How is everyone? Love how everyone expresses whatr they feel :)

  39. I love the expression. Everyone needs to express there own opinion and feel free to hear others. Keep it up :)

  40. I am extremely impressed with your writing skills and also with the layout on your blog. Is this a paid theme or did you customize it yourself? Either way keep up the nice quality writing, it’s rare to see a nice blog like this one these days.. :)

  41. Love the blog here. Nice colors. I am definitely staying tuned to this one. Hope to see more.

  42. I really like the colors here on your blog. did you design this yourself or did you outsource it to a professional?

  43. Love all the opinions expressed here! How is everyone? Love how everyone expresses whatr they feel :)

  44. I agree with your thoughts here and I really love your blog! I’ve bookmarked it so that I can come back & read more in the future.

  45. Nice blog here! Also your website loads up fast! What host are you using? I wish my website loaded up as fast as yours lol

  46. This is good info! Where else can if ind out more?? Who runs this joint too? Keep up the good work :)

  47. Keep focusing on your blog. I love how we can all express our feelings. This is an extremely nice blog here :)

  48. Nice!! Great Ifo. Great People. Great Blog. Thank you for all the great sharing that is being done here.

  49. This is good info! Where else can if ind out more?? Who runs this joint too? Keep up the good work :)

  50. I am extremely impressed with your writing skills and also with the layout on your blog. Is this a paid theme or did you customize it yourself? Either way keep up the nice quality writing, it’s rare to see a nice blog like this one these days.. :)

  51. *Your site is super I will have to read it all

  52. Amazing freakin blog here. I almost cried while reading it!

  53. This is good info! Where else can if ind out more?? Who runs this joint too? Keep up the good work :)

  54. I agree, ty for posting th is..

  55. Hey how are you doing? I just wanted to stop by and say that it’s been a pleasure reading your blog. I have bookmarked your website so that I can come back & read more in the future as well. plz do keep up the quality writing

  56. I love your blog.. very nice colors & theme. Did you create this website yourself or did you hire someone to do it for you? Plz reply back as I’m looking to create my own blog and would like to know wheere u got this from. thanks

  57. is Bing is layout really that bad?

  58. Extremely exciting. I like the way you publish. Do you at this time have an RSS feed?

  59. I love the way you write and also the theme on your blog. Did you code this yourself or was it done by a professional? I’m very very impressed.

  60. I agree with your thoughts here and I really love your blog! I’ve bookmarked it so that I can come back & read more in the future.

  61. I love the expression. Everyone needs to express there own opinion and feel free to hear others. Keep it up :)

  62. Great wordpress blog here.. It’s hard to find quality writing like yours these days. I really appreciate people like you! take care and see you soon

  63. Keep focusing on your blog. I love how we can all express our feelings. This is an extremely nice blog here :)

  64. Love the blog here. Nice colors. I am definitely staying tuned to this one. Hope to see more.

Your Comment

Email (will not be published)