Going Green On TV: Thanks, But No Thanks

Yes, we’ve read the innumerable studies that testify to the consumer’s eagerness to live a “green” lifestyle, coupled with an unflinching commitment to brands that are eco-friendly. But is green translating into action, drama-wise for content creators? Apparently not, according to a panel at last week's 4As conference in New Orleans, entitled, “Developing Ideas for the New Patterns of Media Consumption: The Creative View.”  Consumers may say they want to be associated with brands that place a premium on green values but the production companies that make the shows and the networks that greenlight (no pun intended) these shows, are not buying it.

Such is the frustration experienced by Dan Cutforth, co-founder of the production company Magical Elves (producers of the reality TV smash hits, Project Runway and Top Chef). “Right now we will not waste our time developing green shows,” he said at the panel, which also included Cameron Death , VP of digital content for NBC Universal. “Everyone cares about the environment but not everybody finds that entertaining. We find that unfortunate. Right now, Americans embrace the idea of being good to the environment but they don’t want it to interfere with their entertainment. It’s tough selling [green shows] to the networks because they don’t believe people will watch it.”