This dissertation analyzes the rise and fall of Planet Green, Discovery Communications Inc.'s short-lived multiplatform, environmentalism-themed media brand. Launched in 2008, Planet Green billed itself as "the first 24-hour network devoted to the green lifestyle."� It promised to "bring green to the mainstream"� with a full lineup of environmentalist lifestyle and reality television, environmental news and documentaries, and two websites with a wide array of eco-games and quizzes, consumer advice, DIY projects, an open-ended discussion forum, and short-form videos. But despite a huge and successful launch and a significant programming budget, by 2012, Discovery announced that Planet Green would be cancelled and replaced with Destination America, a male-targeted lifestyle network aimed at a "between the coasts crown,"� said Discovery spokespeople. With shows like BBQ Pitmasters, United States of Food, Fast Food Mania, and Epic RV's, the new channel offered a kind of macho celebration of patriotism and consumerist excess that seemed to applaud the very things that Planet Green cautioned viewers against. My dissertation argues that Planet Green's rise and fall must be understood at the place where contemporary branding meets neoliberal governmentality. It was structured by the simultaneous industrial impulses to "govern through television"� on the one hand, and to maximize profits in an increasingly competitive cable TV market on the other. When it came to branding environmentalism in particular, these simultaneous impulses were in deep conflict and generated a great deal of anxiety among industry insiders. I show that Planet Green took shape in a manner designed to ease these anxieties through branding. In the end, however, even with Discovery's extensive resources and professed commitment to the environment, Planet Green was unable to overcome the tensions between profits and planet saving.