Hollywood aims to put climate change on prime time

By Sue Zeidler

LOS ANGELES (Reuters) - Could TV really save the world from global warming?

Maybe not, but network television writers gathered on Tuesday anyway to discuss how incorporating the growing threat of climate change into primetime storylines could inspire viewers to live green.

Citing evidence that shows like crime drama "CSI: Crime Scene Investigation" inspired a wave of wannabe forensic scientists, Hollywood movers and shakers said they believe more Americans will pay attention to the environment if they learn about global warming through their favorite TV series.

"Storytelling has been proven by research as an effective way to address the issues that are so monstrously important to our children and our children's children," said former TV host Sonny Fox, and West Coast representative of the Population Media Center, which hosted an event in Los Angeles aimed at weaving climate change into TV shows.

That organization, started in 1998, has used this so-called "entertainment-education" strategy in various developing countries to address family planning issues, avoidance of AIDS, and the protection of children from exploitation.

"We've been able to measure dramatic changes in behavior on the issues addressed," said William Ryerson, president of Population Media Center, citing evidence that large percentages of audiences named these radio programs as a reason for seeking health services.

"Entertainment attracts huge audiences," he said, noting that characters in shows often become role models.

Hollywood as long used its star power to help the environment. A-list stars such as Leonardo DiCaprio and Robert Redford are well-known environmentalists and Al Gore's 2006 Oscar-winning film "An Inconvenient Truth," about global warming, is widely credited for making the issue more mainstream.

At Tuesday's event, writers from popular shows like CBS Corp's "CSI" and NBC's "Law & Order: SVU" also weighed in. NBC is a unit of General Electric Co 20th Century Fox Television, noting the environment is a top priority at his company where chairman Rupert Murdoch has vowed the company will be carbon-neutral by 2010.

Alexander also showed various clips including a segment of animated comedy "King of the Hill" about a propane company wrestling with going green.

"The only rules we have are: don't be preachy and don't compromise our show's entertainment value," he said. (Reporting by Sue Zeidler; Editing by Bernard Orr)