Television

CNN goes green in hunt for environmental solutions

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MUMBAI: The G8 Summit will take place next month in Hokkaido, Japan where global warming and climate change are high on the agenda. In the run up to this, news broadcaster CNN International will air the programming initiative Going Green: Search for Solutions from 30 June – 6 July

The world’s first ‘ecopolis’ in the UAE, ‘vertical farms’ in rundown NYC buildings, Italian ‘smog-eating cement’ and British ‘carbon neutral beer’ are some of the initiatives highlighted.

The channel says that this initiative represents its most comprehensive assessment to date of environmental threats and solutions in five distinct areas: Energy (30 June), Green Living (1 July), Food and Water production (2 July), Business/Innovation (3 July) and Transportation (4 July).

CNN orrespondents will report live from five continents, harnessing resources from the network’s 30 international bureaus.

A component of Going Green: Search for Solutions engages viewers and users to share their own ideas and personal accounts of how they make the world a ‘greener’ place to live. Contributors of videos, photos, audio or text to www.iReport.com may see the material they submit appear on a CNN network or at CNN.com.

An online special at www.cnn.com/goinggreen features exclusive video and in-depth coverage tracking the environmental footprint left behind by citizens of the world. There will be exclusive online daily reports from CNN International correspondent Hugh Riminton.

To further promote CNN’s green message, the network will implement a marketing campaign, Recycling is a Beautiful Thing. Sending an emphatic message that the world today needs creative solutions to environment problems that can no longer be ignored, CNN will exhibit an art piece, the Tiger, created entirely with waste material in Mumbai at Institute of Contemporary Indian Art, and will be open for public viewing from June 30 to July 10. Created by contemporary artist Suryakant Lokhande, this art piece juxtaposes two key environment issues and translates them into an art form: one, an endangered species (the Tiger) and the other is the ever growing ‘giant’ named trash produced everyday, a serious environmental hazard that requires immediate control and management.

The art piece will be integrated into a marketing campaign and launched via print and online and through partner hotels and affiliates across Asia Pacific. The campaign will also be available on video sharing site youtube.com.

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