NHK to be honored with Green World Award


PARIS -- NHK is going green at this year's MIPTV with the Japanese public broadcaster set to receive the second annual Green World Award for its environmental-friendly programming, MIPTV organizers said Tuesday.

NHK's "Eco Archives" feature the network's numerous ecologically oriented programs, and the broadcaster also organizes an "ecological campaign" every year complete with 120 hours of green TV in addition to simultaneous concerts, expositions, seminars and workshops.

"This is the first time we have given a Green World Award to a company and we're proud to bestow this honor on the television network which opened the way in raising viewer awareness on environmental issues," Reed MIDEM's TV division director Paul Johnson said in a statement.

The Green World Award, part of Reed MIDEM's new Going Green environmental initiative launched in January 2007, will be awarded during a gala lunch on April 7, the first day of the 45th MIPTV market. Yann Arthus-Bertrand received the first Green World Award last year.