All Green All The Time

According to The New York Times, Discovery Communications, the cable channel operator, plans to start a 24-hour channel focused on eco-friendly living, as part of a push into the rising environmental movement.

The company, based in Silver Spring, Md., will next year rebrand its Discovery Home Channel with a name that has not been selected but will reflect its position as the centerpiece of an initiative called PlanetGreen.
PlanetGreen is one of the biggest efforts that a media company has made to tap into the growing movement that has spawned everything from green cars, food and architecture to green weddings and talk of a green Olympics.
As part of PlanetGreen, the company’s headquarters is expected to become carbon neutral.

All of which leads me to speculate on the rise of a green agency movement to provide ads and content for this enterprise, and others like it that are but business plans in bankers hands at the moment.