The Green Issue

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FROM THE ISSUE

Networks Get With The Eco-Program

It may not be easy being green, but these days it's even harder not to be. As the global warming issue continues to take center stage, seemingly everyone is staking out territory as a friend of the environment. Cable programmers and their sponsors are no exception. Operators, Networks Walk The Green Walk

Operators, programmers and their corporate parents aren’t just talking the green talk. Companies know that environmental commitment has to begin at home, so recycling programs are being stepped up, compact fluorescent light bulbs are being changed, computers are being shut off at night, and both sides of the paper are being used for printing. The Mean, Green Marketing Machine

Green is getting a makeover. Once considered outside the mainstream, even bordering on radical, the moniker and the environmental concerns associated with it are now embraced by the media and public. For programmers looking to tout eco-friendly series and specials, this poses a unique marketing challenge — the shifting landscape means they're not just promoting their content, but they're also helping rebrand the very concept of green itself. Nets Rally for Positive Cause and Effect

Even the planet Earth can use some good publicity. Just ask David Newman, president of programming for Current. The Sundance Kid and The Environment: Q&A With Robert Redford

In 1969, the same year that Butch Cassidy and the Sundance Kid was released, Robert Redford purchased a ski resort and some surrounding land in Utah. From this was born the Sundance Institute, the Sundance Film Festival and the Sundance Channel. But even nearly four decades ago, before the advent of Earth Day, talk of global warming and An Inconvenient Truth, Robert Redford was a committed environmentalist, speaking out and working on national and grassroots levels on an array of issues. So it was not surprising that earlier this year, the Sundance Channel introduced “The Green,” a weekly primetime block of environmentally conscious programming. Redford recently answered questions from Multichannel News contributor Stuart Miller via e-mail. An edited transcript follows: Listening to the Kids: Q&A With Linda Ellerbee

Linda Ellerbee is president of Lucky Duck Productions, which produces some 10 Nick News specials each year. The latest, If I Could Talk To The Elephants, ran July 22 and the next, which will tackle global warming, is scheduled to air Nov. 18. The shows have been on the air at Nickelodeon for 16 years. Vendors Gear Up on Greener Goods

Keeping your TV shows fresh with a digital video recorder could be using as much power as chilling your OJ: Some high-definition DVRs use the same amount of electricity, on average, as a refrigerator. The Green Team: Five Top Initiatives

Green initiatives — be they on the TV screen, within a company or in the community — don’t happen by themselves. Every network and cable operator that is venturing into environmentalism has people who are making that extra effort to bring green into the mainstream and put their companies and the public on the right path toward confronting the current climate crisis. Discovery Home Channel Becomes Planet Green

From specials to primetime blocks, many networks are incorporating green programming into their lineups. But Discovery Communications has gone even further: Next winter, the Discovery Home channel will be relaunched as Planet Green, a 24/7 green brand.

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