NHK to Receive Environmental Award at MIPTV 2008

PARIS, January 15: Japanese pubcaster NHK will be the first
company to receive a Green World Award at MIPTV, in recognition of its
continued commitment to raising public awareness on environmental issues.

With Japan being named the country of honor at the 45th
annual MIPTV, the Green World Award will be a central highlight of the “Focus
on Japan,” and will be presented to NHK during a gala lunch on the opening day
of the market.

NHK has also recently announced plans to create the Eco
Archives, a library that catalogues their large and diverse slate of
environmental programming. NHK has incorporated environmental awareness into
its programming since the end of the 1950s through productions including
documentaries, reportages, children programs and televised debates.

Among the other environmental initiatives NHK has organized
is an “ecological campaign,” which since 2003 has broadcast 120 hours of
environmental programming each June. The campaign is supported by on-the-ground
educational activities such as photo workshops, concerts, exhibitions like the
Eco Life Fair, seminars and setting up an Eco Park. Additionally, since 2000
the company adheres to a policy of sustainable development that includes
recycling and energy saving.

Plans for environmental initiatives this year include the
broadcast of the new documentary Arctic Circle as well as the creation of a website dedicated to solutions that Japan
can apply to respect the Kyoto protocol and the organization of an
awareness-raising TV event.

“This is the first time we have given a Green World Award to
a company and we’re proud to bestow this honor on the television network which
opened the way in raising viewer awareness on environmental issues,” said Paul
Johnson, the director of the television division of Reed MIDEM.

—By Ned Berke