Sundance, Sponsors Think Green


Lexus and Smith Barney signed on as co-presenting charter sponsors of Sundance Channel's “The Green,” a three-hour environmental programming block that debuts in April.

The weekly primetime destination, presented by Robert Redford and showcasing original programming and documentaries focused on environmental topics, is set to debut April 17.

Each company constructed a multiyear, multiplatform program with Sundance that includes sponsorship of one or more series.

The pacts, terms of which were not disclosed, are the first announced by Sundance since the network unveiled its sponsorship and branded entertainment strategy last June. The independent film-based service intends to identify and join forces with like-minded consumer brands interested in establishing a long-term relationship with its audience, as well as create robust marketing and promotional platforms tied to distinct content, according to network officials.

With “The Green,” network officials said, Sundance will become the first U.S. programming service to establish a significant, regularly scheduled programming destination dedicated entirely to the environment.

Among the various components that will be featured on the The Green are two short-form series. The first, The Ecoists, is an interstitial series showcasing some of today's most active and recognizable environmental activists and their cause of choice.

The second, Eco-Biz, will explore the financial aspects of environmental innovation in business. Segments will look at global green-business news, such as executives with companies working to develop more environmentally sustainable policies, innovative eco-friendly business tactics and the subsequent impact to the bottom line.

Lexus will be the exclusive sponsor of Sundance original, Big Ideas for a Small Planet, a 13-part documentary series from Scout (Queer Eye for the Straight Guy, The Fog of War) that looks at designers, products and processes on front lines of a new, green world.