"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."