Discovery Communications and The Nature Conservancy Launch New Multimedia Campaign: Protect Our Planet

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New public outreach effort aims to increase awareness for global environmental conservation.

This partnership is a strong alignment of two high quality brands committed to stewardship of the planet

Discovery Communications and The Nature Conservancy today announced the launch of a multi-platform public outreach campaign aimed at generating awareness and providing resources for people interested in global conservation. The partnership aligns two organizations that are committed to protecting the Earth's natural habitats.

"This partnership is a strong alignment of two high quality brands committed to stewardship of the planet," said Jane Root, president and general manager, Discovery Channel. "Discovery Channel is dedicated to helping viewers explore their world, and The Nature Conservancy works to raise awareness of the Earth's remarkable places. The Nature Conservancy is a leader in protecting the world's awe-inspiring places - exactly the kind of places that Discovery has been bringing into homes for more than 20 years and we look forward to building on this great start in the future."

"Discovery is a valuable ally in the conservation effort because they have the power to inspire new people to become conservationists - people who might not have realized the seriousness of the threats facing these places," said Steve McCormick, President and CEO of The Nature Conservancy. "We're glad to have their support as we meet those challenges together and protect the natural communities we need to survive."

Elements of the initiative include:

  •          A new Discovery Channel television event, PLANET EARTH, is a first-of-its-kind look at the world's most magnificent and compelling locations. The 11-part series includes never-before-seen animal behaviors, remote regions captured by for the first time, and unprecedented high definition production techniques. The goal of the new information provided in the series is to bring viewers the majesty of the planet and challenge audiences to learn more about their obligation to care for the environment.
  •          In conjunction with the premiere of PLANET EARTH, The Nature Conservancy will launch new in- depth web content on http://www.nature.org, aimed at educating visitors about the urgent threats facing the places featured in the program and what they can do to help out. There will be mutual links with http://www. discovery.com/Planet Earth to provide active consumers with multiple areas to participate in environmental activities through fun, interactive and educational features.

  •          Discovery Channel will contribute on-air television support for a new Nature Conservancy public service campaign during PLANET EARTH. The campaign will support the overall public outreach effort to motivate network viewers and magazine subscribers to learn more about how they can make a difference in the conservation of the planet's precious resources.
  •          During the premiere on Sunday, March 25, viewers can take an online tour that will be synchronized to the show, test themselves on trivia about the animals and environments seen on air, chat with other viewers during the show and ask questions of M. Sanjayan, lead scientist for The Nature Conservancy. More than 25 Nature Conservancy chapters from around the country will host private screenings of the program.
  •          Viewers can participate in a live chat with series producers on Monday, March 26, the day after PLANET EARTH premieres, to learn more about the producers' filming experiences. The chat, hosted by Discovery Channel, will be offered to both Discovery Channel audiences and Nature Conservancy members.

About Discovery Communications:

Discovery Communications, Inc. is the number-one nonfiction media company reaching more than 1.5 billion people in over 170 countries. Through TV and new media, Discovery's 100-plus worldwide networks include Discovery Channel, TLC, Travel Channel, Animal Planet and Discovery Health. DCI is owned by Discovery Holding Co. (NASDAQ: DISCA, DISCB), Cox Communications Inc., Advance/Newhouse Communications and John S. Hendricks, Discovery's founder and chairman. For more information please visit http://www.discovery.com.

About The Nature Conservancy:

The Nature Conservancy is a leading international, nonprofit organization that preserves plants, animals and natural communities representing the diversity of life on Earth by protecting the lands and waters they need to survive. To date, the Conservancy and its more than one million members have been responsible for the protection of more than 15 million acres in the United States and have helped preserve more than 102 million acres in Latin America, the Caribbean, Asia and the Pacific. Visit us on the Web at http://www.nature.org.

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Bridget Lowell

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