NBC Universal, which experienced mixed ratings results with its coverage of the Live Earth concerts earlier this month, will expand its ongoing environmental commitment with "Green Is Universal,” a companywide weeklong programming effort in November.
Through programming, specials and consumer-focused events, NBC U from Nov. 4-10 will focus its resources and efforts toward educating viewers, Web and wireless users and employees on ecological issues and our impact on the environment.
The initiative is the first under the NBC U Green Council, which was unveiled May 24 and is chaired by Bravo Media president Lauren Zalaznick. The NBCU Green Council is part of the company’s “Get On Board” effort to improve the environment by reducing greenhouse gases, raising awareness about green issues and accelerating change in the media and entertainment industry.
Bravo's coverage across all screens -- TV, Internet and phone -- will include a special "Watch What Happens” broadband broadcast hosted by Andy Cohen featuring Bravo designers, stylists and chefs giving "green tips” on food, fashion, beauty, design and pop culture.
Sci Fi Channel’s week will include a green episode of Flash Gordon, a Eurekaseason-one marathon with a "Technology and Science to the Rescue" theme and a movie night centering on our “Dangerously Changing Planet.”
Sundance Channel's weekly eco-destination, “The Green,” Nov. 6 will showcase Big Ideas for a Small Planet: Kids and the premiere of RadiantCity, Gary Burns’ new film about suburban sprawl and 21st Century suburbanites
Through a series of on-air and online character vignettes, USA Network will recognize everyday activists, including celebrities, who are making a difference to help save the environment.
CNBC's programming throughout the week will focus on ways in which "going green" can make both a global impact and be financially beneficial. The Big Idea with Donny Deutsch will explore the most cutting-edge and innovative "green" initiatives that businesses are implementing, as well as assessing the impact that going green makes on a business' bottom line.
On NBC, the Peacock’s entire Thursday-night lineup -- The Office, My Name Is Earl, 30 Rock, Heroes and Deal or No Deal -- will be eco-themed, while NBC News will take in-depth looks at the issues and some unique special broadcast events.
Kicking off the week with its Sunday Night Football matchup between the Dallas Cowboys and Philadelphia Eagles, the gridiron contest will include Green Is Universal announcements and incorporate the theme through the telecast, as will the college-football game between Air Force and Notre Dame Nov. 10.
"For the first time ever, the massive resources of the entire NBC Universal family will stand together behind a single pro-social cause,” Zalaznick said in a prepared statement. "This far-reaching initiative represents the first step in our commitment to help raise environmental awareness and effect change both internally and externally.”
The total audience for the Live Earth concerts July 7 across all NBC U networks -- NBC, Bravo, Telemundo and CNBC -- tallied some 19 million viewers, who watched all or part of the coverage, according to the company.
As part of the network’s best-ever Saturday, Bravo, which presented nearly 18 hours of live coverage, attracted 7.98 million unduplicated viewers. Average viewership more than doubled to 740,000 from 369,000 over the previous four-week time period, and it grew 113% among the key adult 18-49 demos, with 433,000 of those watchers tuning in on average.
For its part, NBC, which presented three hours of taped highlights, pulled in only 2.7 million viewers on average to finish last among the broadcast networks that evening.