• by Wayne Friedman , May 22, 2008

General Motors will be a major sponsor in Discovery Communications' new Planet Green cable channel. The 24-hour eco-oriented lifestyle network will launch with 50 million cable homes starting June 4.

GM will get a premiere sponsorship position in Planet Green's new series "Greensburg," a 13-episode documentary series that follows the story of a small Kansas community coming together after being hit by a 5-rated tornado in May 2007. The series is produced by Leonardo DiCaprio's production company, Appian Way, along with Craig Piligian's Pilgrim Films & Television.

Among many stories in the show, the series focuses on an environmentally conscious Dwane Shank Motors Inc., a new Chevrolet dealership after the previous dealership run by the same owners was destroyed by the tornado. Chevrolet is a GM brand.

As part of the series, GM will get vehicle and program integrations of short-form content. Also, online integrations will focus on GM offering more choices for cleaner vehicles and improved fuel economy.

In addition, GM becomes the first advertiser to sign on to Discovery Studios--a full-service production division of Discovery Communications--established to create original, short-form video content.

GM's deal also includes traditional commercial messaging on Planet Green, where the carmaker will focus on its fuel-efficient vehicles, hybrids and biofuel vehicles.