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Buyers Snap Up Programming With Environmental Ties

Branding the TV Landscape

By Published on .

Going Green? Plant Deep Roots

As marketers get greener, eco-friendly programming is at an all-time high, and marketers are climbing aboard. The Sundance Channel just kicked off a four-month campaign for its series "The Green," from executive producer and company founder Robert Redford, while National Geographic Channel will roll out its "Preserve Our Planet" in third quarter. Discovery Networks, meanwhile, is relaunching its Discovery Home Network under the name Planet Green in 2008.
Robert Redford is executive producer for a new series, 'The Green,' on the Sundance Channel.
Robert Redford is executive producer for a new series, 'The Green,' on the Sundance Channel.

"What we're learning as far as being environmentally sustainable with our media mix is how we market in the green space," said Kirk Iwanowski, Sundance Channel's senior VP-marketing. "We don't want to be out there preaching the message without practicing it ourselves." Sundance, jointly owned by Viacom, NBC and Mr. Redford, partnered with Lexus and Citi Smith Barney for the multifaceted campaign and intends to include other brands going forward even though it doesn't accept advertising.

National Geographic is also seeing a groundswell of interest in environmental programming. Rich Goldfarb, senior VP-media sales, said it's no coincidence all his inventory for April, May and the majority of June sold out, just in time for Earth Day. And Claire Alexander, Discovery's head of digital strategy, said by the time Planet Green launches next year, a new crop of advertisers could be onboard. "The response has been unbelievable."
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