These tough economic times could be a plus for upstart net Planet Green, incoming pres/gm Laura Michalchyshyn says. “People are re-evaluating how they live, the choices they make. And it’s not just in their work and leisure, it’s in everything we do,” said Michalchyshyn, who leaves her evp, gm post at Sundance Channel to join the Discovery family Mar 16. So as more Americans eschew materialism and waste, Planet Green could become a brand of increasing relevance. One of her first tasks will be examining just what green means. “When I listened to Pres Obama’s speech this week… I just felt that it’s environmentalism, sustainability, eco-awareness,” Michalchyshyn said. “I also think it’s a broader category. It’s fair trade, it’s dignity. It’s how we live our life.” She counts Discovery CEO David Zaslav as a “huge supporter,” who got to know her as a former member of Sundance’s board. He’s given her a very clear list of goals for Green. “He wants a successful channel that’s entertaining, profitable, reaches people, grows in terms of awareness, focuses on brand and becomes part of that ever growing and expanding and highly regarded Discovery family of nets.” Piece of organic cake, right?

 

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