TV panel: Add color to green talk


More MIPCOM 2007 coverage

CANNES -- Dynamic, funny, sexy and provocative messages are key to spreading the climate-change debate to mainstream audiences, MIPCOM delegates were told Tuesday during a "Green Day Global TV Trends" panel. Media companies looking for ways to involve staff and viewers in energy-efficient initiatives also need to steer clear of telling people what they can't do. "We need to revolutionize the message," said Rachel Webber, director of energy initiatives at News Corp. "We've seen these messages as scary. It's now time to take it in a new direction, to meet the audience where it's at," she added.