Hong Kong – Discovery is set to launch PlanetGreen in Asia to coincide with the CASBAA Convention 2007 being held Oct 29 – Nov 2 at the Hong Kong Academy of Performing Arts. April 2007 saw Discovery Communications’ chief executive David Zaslav announce that Discovery Home Channel was to be rebranded as the foundation of Discovery PlanetGreen. The new global, cross-platform initiative includes a 24-hour television network dedicated solely to green lifestyle programming. The initiative also includes a $50 million investment in new original content and a multi-platform offering with interactive tools and ‘how-to’ resources. “The Earth has been central to Discovery since John Hendricks first chose the planet to represent our brand. The goal of Discovery PlanetGreen is to use Discovery’s worldwide credibility to be the most comprehensive and trusted global resource for celebrating, preserving and protecting the planet,” said Zaslav. “The enormous viewer response to PLANET EARTH demonstrates the interest and passion for more information about our wondrous planet. Discovery PlanetGreen aims to be the number-one media destination for this growing consumer segment.”