Discovery is redubbing its Planet Green network as Destination America and altering its programming focus beginning Memorial Day, May 28.
The cabler, available in 59.5 million homes domestically, says it intends to focus on the “people, places and stories of the United States,” targeting the adults 25-54 demo.
Planet Green launched in 2008 with an environmental bent — a change from its previous format under the moniker Discovery Home.
“Discovery Communications continuously strives to break new ground with its unrivaled approach to storytelling that ignites viewers’ curiosity,” said Discovery Communications prexy-CEO David Zaslav. “We’re proud to present the first network that showcases the essence of American innovation and hard work at its core.”
Destination America senior veep of content strategy Marc Etkind said: “Our research, coupled with my own experience developing shows about America over the last 20 years, has shown that viewers have a huge appetite for content focused on our unique culture and spirit. By collecting the very best of travel, adventure, food, home and natural history into one brand, we’re excited to create a new lifestyle destination for programming that Americans love.”
Destination America has cooked up several food-themed shows for its original programming slate, all of which journey to different locales each episode, including reality competition show “BBQ Pitmasters” (premiering June 3 with a sneak preview May 30), global travel show “Fast Food Mania” (premiering June 3) and “United Sates of Food” (July 8).
Also on the docket are roller-coaster program “Super-Duper Thrill Rides” (June 16), gambling scheme series “Cheating Las Vegas” (July 14) and Old West exploration series “Ghost Town Gold” (August).
“Americans may be divided by politics, but we are united by our love of country,” Destination America prexy and g.m. Henry Schleiff said. “As a network inclusive to all, Destination America will celebrate this connective spirit by curating the common ground among us: the pluck of the worn saddle, the promise of exploring new territory and the diversity that has made this nation great.”