SOURCE: Discovery Networks U.S.

April 17, 2007 11:36 ET

Discovery Networks U.S. Hispanic Group GOES GREEN

U.S. Hispanics Seen Not Only as Conscientious but Central in the Fight to Save Our Planet

MIAMI, FL -- (MARKET WIRE) -- April 17, 2007 -- Ewire -- Discovery Networks U.S. Hispanic Group, the leading provider of high quality real-word and lifestyle programming for Spanish-speaking audiences, is going all out during the month of April in celebration of Earth Day, by launching a multifaceted campaign on all three networks (Discovery en Español, Discovery Kids en Español, and Travel and Living - Viajar y Vivir) that encompasses on-air, online and grassroots components.

The campaign's main aim is to encourage Hispanics to reflect on the state of our planet, create awareness of the factors contributing to global warming, and educate viewers via Eco-tips and other invaluable informational resources on how they can make a difference.

"The Earth has been central to Discovery and in many ways defines our brand. The goal of this campaign is to use Discovery en Español's reach and credibility to empower and inform one of the fastest growing demographic groups in the U.S. (43 million). A group, may I add, that is already demonstrating an interest and desire in becoming a part of the solution," said Luis Silberwasser, senior vice president and general manager of Discovery Networks U.S. Hispanic Group.

For a long time Hispanic attitudes, when it came to the environment, were thought of as indifferent, but recent research indicates otherwise. A poll taken by Discovery en Español on clearly indicates that Hispanics are not only highly aware but are also very concerned.

--  Over 80% of respondents to the survey indicated that they are highly
    concerned about Global Warming; and 93% believe that Global Warming is a
    real threat that requires immediate action.
Moreover, the desire for information that would help them to adopt behaviors that are more Eco-friendly was also made apparent.
--  70% of respondents indicated that they would be more likely to make
    their homes more ecologically friendly if only they had more information;
    and 67% would be more likely to lead a life in a manner that is kinder to
    the environment if they had more information.

It is not only apparent that the there is real sensibility toward the problem among Hispanics but also a need and desire for useful information that will empower them to make more informed decisions.

This March, Discovery en Español launched an epic series -- "Planet Earth" -- as a prelude to Earth Day. "Planet Earth" is perhaps the most fitting introduction to this celebration and to the creation of renewed awareness of the magnificent world we live in and what truly hangs in the balance. The brilliantly produced special has already garnered some of the highest ratings for the channel and will be a central component to all of Discovery in Español's Earth Day Initiatives, which are fully described below.

For the full release please follow this link:

Contact Information