Discovery Networks couldn’t make Planet Green sprout, so the former tree-hugging network is being transformed into the unabashedly patriotic Destination America, the company will announce Wednesday.
The new channel, launching in 59 million homes on Memorial Day, aims for a manly version of TLC’s audience, says CEO David Zaslav, with shows about food, travel, adventure and natural history aimed squarely at a between-the-coasts crowd.
“We became convinced there was an opening there to build a channel based on middle America, strong values, behavior and customs,” Zaslav says.
Original series include Fast Food Mania, hosted by Jon Hein, due June 3. “We’re going all over the country to the best fast-food places to see what makes them work,” says Hein, who hosts a similar show on Howard Stern’s satellite-radio channel. “Chances are, if you’ve been on the road and seen the sign, we’ve been there.”