Battle Of The Mainstream Media

There was a time when the only environmental-themed programming we saw on television was the “crying Indian” commercial from the Keep America Beautiful campaign. Now mainstream media companies are creating everything from shows to websites to entire channels—all in an effort to connect with the ever-growing number of socially-conscious consumers. Below is a brief summary (we didn’t have room to include all of their good works) of what some of the top mainstream media have done to inspire and engage us to make a difference in the world. Who has inspired you?

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ABC
A two-hour television event hosted by Bob Woodruff, “Earth 2100” gave us a look inside the lives of a fictional family in the year 2100—a look at their lives as it will be if we continue to deplete our natural resources and ignore environmental issues and another look at how their lives would be different if we begin to take action now to protect our planet. In addition to such eco-minded programming, ABC launched A Better Community, an initiative that includes a website (http://abc.go.com/abettercommunity/), public service announcements and other efforts in hopes if inspiring people to make a difference through volunteerism and public service.

CBS
In June 2008, CBS Corp. partnered with EcoMedia to utilize local resources and leverage corporate advertising and sponsorship revenue to improve the quality of the environment in key markets across the nation. For its part, CBS provided local market sales support and activated EcoMedia’s environmental programming through CBS’s portfolio of media including television, radio, print and out-of-home advertising. They also worked with production company, Worldwide Pants, to create environmentally themed content and recently launched the Green Schools Initiative. In addition, CBS did their part to “green the Emmy’s” by forgoing the creation and shipping of numerous DVDs to voters and created a website where people could go and watch the episodes online.

Discovery Channel
With the launch of Planet Green in June 2008, Discovery Channel created a global initiative including a television network, interactive tools and “how-to” resources and took an active role in generating conversation and motivating individuals to take action when it comes to improving the environmental status of our planet. Online and on-air, Planet Green’s content is entertaining, relevant and accessible to people of all ages and backgrounds.

Disney
In April 2009, The Walt Disney Studios launched Disneynature, a new production banner that literally goes to the ends of the earth to produce major big screen nature documentaries. The significance of the banner goes beyond the studio and has been embraced around the world through a number of Disney businesses including publications, licensing, parks and educational outreach. One of the first films to be released under the new label was Earth which grossed an impressive $16.1 million in the box office during week one and allowed for the planting of 2.7 million trees (Walt Disney Studios volunteered to plant a tree in honor of every moviegoer who saw the film during its first week of release).

Disney’s latest initiative is the Disney’s Friends for Change: Project Green, a multiplatform environmental initiative that will help kids help the planet.

Fox
Launched on Earth Day 2009, “Green It. Mean It” is a comprehensive cross-platform campaign that featured special on-air graphic elements and promos; as well as the donation of a solar electric system to a Los Angeles- area school. Fox.com hosted a dedicated micorsite (www.fox.com/greenitmeanit) featuring green tips from Fox talent and other eco-friendly resources. The campaign further highlighted Fox’s own ongoing efforts to reduce the network’s impact on the world’s climate and become carbon neutral by 2010. You can follow the company’s progress at Global Energy Initiative NewsCorp—www.gei.newscorp.com.

MTV
The Music Television Network added a bit more “green” to their award’s programs this year including offers of numerous green swag to celebrity participants of this year’s MTV Movie Awards. MTV Networks also launched Switch (http://mtv-venture.org/switch/) the company’s Global Climate Change Campaign, that encourages young people to submit their best ideas and innovations that just may help reinvent the way we live.

National Geographic
In addition to being one of the leaders in environmentally-themed media, National Geographic, purchased the Green Guide in March 2007. Originated as a newsletter in 1994 and expanded into a website in 2002, the Green Guide (http://www.thegreenguide.com) has been dubbed the “green living source for today’s conscious consumer” and makes living in an environmentally-aware way personal, practical and positive. Available in print (books and magazine) as well as online (site and free e-newsletter), Green Guide is intended for the general consumer.

NBC
Two times each year, NBC’s “Green is Universal” initiative incorporates environmentally themed content across NBC Universal’s multiple platforms. Earth Week always occurs in April and Green Week always occurs in November. This past year, they incorporated more than 100 hours of programming into the networks and shows. The initiative has it’s own web presence at www.GreenIsUniversal.com which includes news about NBC’s green-themed offerings as well as green tips, green clips and a blog. Green is Universal also offers bi-yearly electronic recycling events.

Sundance Channel
Sundance Channel recently launched THE GREEN, an entertaining, primetime source for informative and inspirational programs about the planet. Every Tuesday night, THE GREEN features a documentary and original series such as The Lazy Environmentalist, Eco Trip and Green Porno.