Green is the colour of money, and that is just what treehugger.com got when Discovery bought it. The online green news company has been bought by Discovery Communications Inc., which operates the popular TV channel, Discovery Channel, along with other channels like TLC, and Animal Planet. It plans to launch the Planet Green TV network in the near future.

By way of the acquisition, Discovery Communications in Maryland plans to complement its Planet Green TV network. Treehugger.com promotes incorporating the idea of sustainability into the mainstream, and features blogs, a radio programme and guides on making everyday living more eco-friendly.

This furthers Discovery''s previously announced goal of developing original programming related to the environment, sustainable development, conservation and organic living.

The treehugger.com acquisition also shows that Discovery is actively pursuing a multiplatform strategy of being the leading content provider across non-fiction genres around the world. According to Bruce Campbell, president, Digital Media, emerging networks and business development at Discovery Communications, "TreeHugger.com is a strategic complement to our digital media portfolio, aligning perfectly with Discovery''s corporate values and the Planet Green initiative. Bringing TreeHugger.com into the Discovery family gives it the resources to continue doing what it does best: bringing green living to the masses."

Treehugger.com was founded in 2004, with the mission of bringing green living in to the maunstream. It has emerged among the most successful ecologically oriented websites, with 1.4 million unique monthly visitors, serving over 50 million pages, and a vast archive of 13,500 posts. It is among the most recognised and linked-to green sites on the internet, as calculated by Google and Technorati.

Planet Green is Discovery''s global, cross-company initiative committed to document, preserve and celebrate the planet. Planet Green communicates with people who would like to understand green living, and are excited to make a difference, by providing tools and information to meet the critical challenge of protecting our environment.