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MUMBAI:
Japanese public broadcaster NHK will receive a Green World
Award at the upcoming MipTV featuring Milia, which takes place
in Cannes from 7 to 11 April. The award comes in recognition
of NHK's continued commitment to raising public awareness
on environmental issues over the past five decades.
The
Green World Award will be one of the high points of the "Focus
on Japan, Country of Honour" on 7 April.
This
year, NHK has planned extensive programmes that include a
new documentary Arctic Circle (2x49'), the creation of a website
dedicated to solutions that Japan can apply to respect the
Kyoto protocol and the organisation of a major awareness-raising
TV event.
NHK
has integrated environmental questions into its programming
since the end of the 1950s. The Japanese broadcaster has demonstrated
its long-held commitment through the production and broadcast
of numerous programmes that include documentaries, reportages,
children programmes, televised debates. The library of content
is being catalogued in a library, the Eco Archives.
To
involve the wider public in the debate and bring attention
to the issue, notably around the Kyoto accords, NHK has, since
2003, organised an "ecological campaign" each June,
involving 120 hours of programming. This is backed up by on-the-ground
educational and fun activities such as photo workshops, concerts,
exhibitions like the Eco Life Fair, seminars about programmes
and setting up an Eco Park.
Reed
Midem launched its long-term Going Green environmental initiative
in January 2007 as part of a company commitment to improving
its sustainable development working practices and to opening
up all its tradeshows to debate on key environmental issues.
In 2007, Yann Arthus-Bertrand received the first Green World
Award.
Reed
Midem Television Division director Paul Johnson said, "This
is the first time we have given a Green World Award to a company,
and we're proud to bestow this honour on the television network
which opened the way in raising viewer awareness on environmental
issues."
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