Adrian Grenier & Isabel Lucas

By Gary Levin, USA TODAY

Discovery Networks is hoping to parlay the "green" living movement into greenbacks with Planet Green, a new cable network due June 4.
And the channel is using celebrities — including rapper Ludacris, rocker Tommy Lee and Entourage star Adrian Grenier — to soft-pedal its mission and win over casual "armchair environmentalists."

The target audience: college students, baby boomers and new parents who have demonstrated an interest in improving the planet by changing their ways of living.

"It used to be that green was granola and left," says Discovery Networks CEO David...