Hollywood -- The entertainment industry is finally starting to come clean and go green, thanks to many recent high profile media projects such as Al Gore's award-winning film An Inconvenient Truth. It is questionable by many that Hollywood - the promoter of international materialism, would back such a noble effort, especially out of one of the nation's most polluted communities.

However, the entertainment and media outlets are making changes to raise awareness of our global problems, and contributing to the solution on many levels.

Starting from the top of the food chain, The California Film Commission recently unveiled a Green Resource Guide to help the film industry reduce its environmental footprint. "The Green Resource Guide marries two of the things California does best - making great movies and reducing greenhouse gas emissions," Gov. Arnold Schwarzenegger said in a statement. The former actor turned governor made the announcement at the same time he joined executives from Sony Pictures Entertainment to break ground on a new office complex that will use LEED guidelines. Sony Pictures will implement a pilot solar energy program with a solar array atop the Jimmy Stewart Building.

The television industry also got involved, with NBC-Universal spearheading the lead with Get On Board, a comprehensive, company wide program to improve the environmental impact of its operations by reducing greenhouse gases, raising awareness about green issues, and stimulating change in the media and entertainment industry. Led by Jeff Zucker, President and CEO, NBC Universal, the campaign is part of NBCU parent company General Electric's "ecomagination" initiative.

"Now is the time for us not just to think green but to act green," said Zucker. "We must run our businesses in a way that respects and protects our most valuable resource, the environment. This comprehensive program is a first series of steps that we hope will set a new course for the entire industry."

Not to be outdone by a cross-town competitor, NewsCorp Chairman and CEO Rupert Murdoch announced all News Corporation business units would become carbon neutral by 2010 through energy efficiency, buying renewable power and offsetting otherwise unavoidable emissions. Becoming carbon neutral is only the beginning of the company's permanent commitment to change the way it uses energy and to reach its audiences on this issue.

" We are to connect with our audiences on this issue, we must first get our own house in order,"said Murdoch. We have just begun this effort, and we have a long way to go. Our global reach gives us an unprecedented opportunity to inspire action from all corners of the world.

As expected, all other major networks have created initiatives to go green as well, joined by radio broadcasters and newspaper outlets worldwide.

The music industry is stepping up to the plate as well; with one new record label making their corporate mandate clear where they stand. Stumptown Records has created its own green based policy, Environmental protection is a priority for the conservation of precious natural resources and the continued health of our planet. Stumptown Records recognizes its responsibility as a global citizen and is continually striving to reduce the environmental impact of the work we do and the products we create.

Stumptown and sister label Tom Kat Records don't just make policy; they follow it by restricting the use of environmentally harmful compounds in its CD manufacturing processes. The company uses only environmentally friendly, plastic-free alternative jewel cases, made from sturdy recycled board stock. A bit costlier than jewel cases, but less than half the weight, with pocket folder options created from 99% recycled 100 lb. craft stock.

"It is really important that we take a stance on sustainability. Besides being the right thing to do it appeals to the sensibilities over our audience," said Stumptown/Tom Kat President Thom King. Four areas of particular attention are product and packaging design, responsible manufacturing, energy efficiency, and recycling Zero Carbon Tours.

Internet firms have also made a difference, as online firm Greener World Media launched a web portal specifically created to serve environmental responsibility with business success via GreenBiz.com. The Oakland-based company has a batch of sister sites providing companies of all sizes and sectors resources to integrate environmental responsibility into their operations.

"There's a strong marketing push to help customers be cleaner in their business and more efficient, but it hasn't always been positioned in environmental terms," said Joel Makower, executive editor at Greener World Media. "In the consumer space, there's a lot of feel-good [green] marketing without a lot of substance but, in the b-to-b world, it's about doing business better and creating more tangible value propositions."

Perception is everything, as are first impressions, something Hollywood has perfected into a business model for years! If the industry in the entertainment capital can take a lead in countering the effects of global issues, maybe the folks in the nation's capital will follow suit!

A Manual For Green Success:
The book Low Impact Filmmaking serves as a guide to prevent wasteful film making habits and to promote environmentally sound film production. Filmmakers wrote it with experience in waste reduction practices.

Environmental Media Association: The Green Seal Award:
Not only does the EMA give useful tips for green film making, but it also offers its seal of approval, awarding films that take an environmentally conscious approach to their production with The Green Seal Award

Hollywood's Solution:
Providing a simple solution to stop wasteful habits on set, California's Hollywood Recycles offers free delivery and pick-up services of recycling containers during film production. The Office Coordinator for the MTV Movie Awards commented on their use of Hollywood Recycles: "The entertainment industry is definitely a place that needs recycling. It's sad to see trash bins overflowing with bottles and cans that should be recycled. It's nice to have a service like Hollywood Recycles that will take care of all of that for free. It makes my boss happy because it doesn't need budget approval and it benefits us as well as the environment."

Online Guide: Greening the Screen
New Zealand's film industry has developed a thorough guide to maintaining an eco-friendly production atmosphere.

(((DSN Green on MySpace - Online community to share information and network with other Green minded business and organizations.