MIPCOM goes green

Distributors unveiling eco-friendly projects

CANNES -- Green is decidedly the trendy color at MIPCOM this week, with key producer-distributors expected to unveil loads of eco-friendly projects.

There's a "Green TV: Climate Change and Content" seminar skedded for Monday morning and a keynote address by Discovery president and CEO David Zaslav.

Not coincidentally, Discovery unveiled on Sunday a slew of Green-tinged programming which its sales team will be pitching to broadcasters on the Croisette this week.

Most of the shows hail from Planet Green, which Discovery bills as "the first 24-hour network dedicated to eco-friendly living." Launched Stateside in June with 250 hours of original programming, the channel now reaches 50 million homes in the United States and is available as a programming block in Asia, Latin America and the U.K.

Planet Green is bringing the green movement into people's homes through lifestyle content that entertains and engages, and we will partner with third-party broadcasters to share this programming with audiences around the world who are hungry to better understand green living," said Discovery Enterprises senior VP Caleb Weinstein.

Among the offerings in the Discovery duffel bag are: "Battleground Earth: Ludacris vs. Tommy Lee," a 10-episode series in which hip hopper Chris "Ludacris" Bridges and rocker Tommy LeeĀ  battle against pollution as they travel across the country on a tour, and "G-Word," a daily interview series hosted by MTV news correspondent SuChin Pak and CBS News science correspondent Daniel Sieberg.

There's also "Renovation Nation," fronted by Steve Thomas, who works alongside homeowners and builders to explore the coolest design trends, find the latest in eco-friendly materials and demonstrate innovative technology in green home building.

Discovery says its various channels and offshoots reach 1.5 billion cumulative subscribers in 170 countries.