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DISCOVERY BUYS TREEHUGGER.COM

DISCOVERY COMMUNICATIONS HAS ADDED THE environmental news and blogs of TreeHugger.com to its multi-platform Planet Green initiative, which will include a new eco-focused TV cable channel in 2008 and a branded Web site later this year. Terms of the acquisition were not announced but Discovery said it "will not have a material impact on earnings in year one." TreeHugger, founded in 2004, said it now has 1.4 million unique monthly visitors.

Treehugger founder Graham Hill comments on his blog:

We suspected that at a certain point in TreeHugger's life that we would need to
attract significant investment or partner up with a large media organization if we
were to really take our message to the masses and fulfill our mission. Over the last year, we were approached by over 15 large companies interested in playing this role. We had many conversations and concluded that we needed a partner with a sizeable, international audience, a kindred brand and a high level commitment philosophically and financially to green.

Discovery fits these criteria to a T.

There's a lot more to Treehugger than just it's video series (THTV), but interesting to note that a leading cable programmer was the buyer...THTV was certainly a big selling point. Treehugger has from the very start worked at a very high level with video, both from a production and distribution (hosted by blip.tv) standpoint. Congrats to the Treehugger team! I'm glad we were able to play a little part last fall with our THTV piece.

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Posted by Owen in News on Aug 2, 2007 | Permalink

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