Discovery Communications announced that Planet Green will turn red, white, and blue when it is re-named Destination America on Monday, May 28, 2012.
Kicking off Memorial Day weekend, the unofficial start of the summer season, Destination America will be the first network to celebrate the people, places, and stories of the United States, emblazoned with the grit and tenacity, honesty and work ethic, humor and adventurousness that characterize our nation. The inclusive network, targeting Adults 25-54, will be available in 59.5 million homes and feature original series covering such diverse subjects as American food from Tex Mex to barbeque; American mysteries from Jesse James’ lost fortune to Area 51; America’s heroes from those who embody the values of our past to those who invent the technology of our future; as well as never-before-seen footage of America’s iconic landmarks, including Yellowstone National Park and the Everglade swamps.
On Destination America, barbeque isn’t just good cooking but an expression of our roots. A job is never just a job – it’s our ingenuity made real. Places like Alaska are more than untamed beauty – they’re a living symbol of our need to press ahead and walk where no one has tread before.
With a 360-degree experience that spans across digital platforms and social media sites, the company will also launch an original iPhone App, allowing consumers to share favorite destinations and themes across America. Users can browse images by location or in diverse categories ranging from beautiful to nostalgic to restaurants, mountains and more. And for those seeking inspiration, “Only In America” will feature Top 10 activities and suggestions ranging from majestic National Parks to hilarious road signs, food sculptures to outrageous hobbies, patriotic pets to hairstyles.
“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,” said Marc Etkind, senior vice president of content strategy for Destination America. “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.”