NBC, Google put greenbacks on green

    NBC, Google put greenbacks on green 1For evidence that media, entertainment and technology giants are putting environmental and climate issues into the spotlight this year, you can look well beyond the recent Live Earth.

    Among the key pushes for a greener industry this year, Rupert Murdoch’s News Corp. pledged in May to become carbon-neutral by 2010, meaning the conglomerate will reduce its greenhouse gas emissions and offset the rest by investing in environmentally friendly projects.

    In unveiling the initiative, chairman and CEO Murdoch said: “Climate change poses clear, catastrophic threats. We may not agree on the extent, but we certainly can’t afford the risk of inaction.” He later added: “We must do this quickly — the climate will not wait for us.”

    Since News Corp.’s push, others in the industry also have made high-profile moves.

    Also in May, NBC Universal, whose corporate parent General Electric has made a more environmentally friendly approach to business a priority via its “ecomagination” campaign, launched its Get on Board program. The initiative focuses on reducing greenhouse gases across the company, including a commitment to environmentally conscious film and TV production, raising awareness about “green” issues and stimulating change across the industry.

    “Now is the time for us not just to think green but to act green,” NBC Universal president and CEO Jeff Zucker said in unveiling the program. “We must run our businesses in a way that respects and protects our most valuable resource, the environment.”

    The green wave that has been sweeping across the industry hasn’t stopped with the Internet space, either.

    Just a few weeks ago, Google Inc. announced on its blog that it plans to voluntarily cut or offset all of its carbon dioxide emissions by year’s end.

    “Climate change continues to be one of the biggest, most challenging problems our planet faces, and we know that a sustained global effort is needed if we’re going to have any hope of reversing its effects,” Google senior vp operations Urs Hoelzle wrote in unveiling the plans. “This is an important step in our long-term pursuit of holistic environmental solutions.”

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    [More: Hollywood Reporter]