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Discovery Plans to Rebrand Itself

Discovery Communications is rebranding the Discovery Home Channel as the foundation of Discovery PlanetGreen -- a new multimedia content initiative.

Discovery Communications Chief Executive David Zaslav said Discovery PlanetGreen, a global, cross-platform initiative, would include the first-ever 24-hour television network dedicated solely to green lifestyle programming. The initiative will invest $50 million in new original content and a robust multi-platform offering with social networking, interactive tools and "how-to" resources.