Discovery Communications, a company that has more than 1.5 billion subscribers in 170 countries, has announced that they are going green.

According to a Discovery press release, the company will launch a new 24-hour television schedule called Planet Green in early 2008. The channel will focus on all issues related to preserving the enviornment, including lifestyle and news.

Discovery has invested more than $50 million into Planet Green and has been working on creating the channel for 10 years. Even though Planet Green is about ready for air, its first appearance is likely in early March.

The company has also purchased Tree-hugger.com to be Planet Green's online component. The Web site has 1.4 million monthly viewers, according to a Planet Green press release, and was purchased because it is the most successful environmentally focused Web site on the Internet.

The Cat Scan interviewed Claire Alexander who heads the strategies for Planet Green. Check out the interview to learn more about what Planet Green is all about.

Interview with Claire Alexander