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Discovery’s ‘Planet’ growing

'Green' buys TreeHugger.com

The growing “Planet Green” initiative at Discovery Communications has added another branch: Company has purchased TreeHugger.com in an effort to complement the programming on its upcoming Planet Green TV network.

The site, devoted to “pushing sustainability into the mainstream,” features blogs, a radio program and guides to “greening” everything from furniture to sex, the latter including a vegan option for people who worry about the milk enzyme content of their latex.

Discovery Communications, which also owns the Discovery Channel, TLC, and Animal Planet, is set to launch the Planet Green net early next year.

TreeHugger.com was founded in 2004 and averages 1.4 million unique hits per month.

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