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Discovery Communications Is a Real TreeHugger

Discovery Communications got a little greener Wednesday.

The Silver Spring, Md.-based content company acquired eco-lifestyle Web site TreeHugger. The site will become part of Discovery’s global multiplatform initiative, Planet Green, highlighted by the debut of a channel of the same name early next year following the rebranding of the 50 million-subscriber Discovery Home Channel.

Founded in 2004 with the mission of bringing green living to the masses, TreeHugger attracts 1.4 million unique monthly visitors. It has served more than 50 million pages, has a vast archive of 13,500 posts and is among the most recognized and linked-to green sites, as calculated by Google and Technorati, according to Discovery officials.

“ strengthens Discovery’s 20-year commitment to being the global leader in information and resources that empower consumers to make small changes that can have a big impact,” said Eileen O’Neill, president and general manager of Planet Green, in a prepared statement.

“ is going to contribute to the development of a multiplatform, action-oriented green offering, which will include the launch of Planet Green’s branded Web site later this year,” she added. “’s unique voice is yet another way that Planet Green will be entertaining, educating and empowering.”