NEW YORK TIMES PIECE ON THE EGREGIOUS but green '24'

March 2, 2009
Car Crashes to Please Mother Nature
By LESLIE KAUFMAN

When a dark-colored S.U.V. raced through the streets of Washington, flipped over and burst into flames on Fox’s fast-paced action show “24” last week, viewers probably were not calculating how much carbon dioxide the explosion produced.

But executives at Fox have been paying close attention.

On Monday the network will announce that “24” is going green, becoming the first “carbon neutral” television series.

Among other things, Fox says, it has hired consultants to measure the carbon-dioxide output from the production, started using 20 percent biodiesel fuel in trucks and generators, installed motion monitors in bathrooms and kitchens to make the lights more efficient and paid the higher fees that help California utilities buy wind and solar power.

Car crashes posed a bigger problem; even hybrid vehicles emit carbon dioxide when blown up. To achieve true carbon neutrality the scripts would have to avoid shooting on location and staging chase scenes, something likely to disappoint even the greenest viewers.

So the producers decided to settle for buying carbon offsets, which in theory make up for emissions of carbon dioxide, the main heat-trapping gas linked to global warming, by paying other people to generate enough clean energy to compensate — in this case wind-power plants in India. The producers said they bought enough credits to offset 1,291 tons of carbon dioxide, just over a half-season’s worth of emissions.

“If we’ve needed a car chase, we’ve had a car chase,” said Howard Gordon, executive producer of “24.” “Our obligation is first and foremost to the fans. If we have budget cuts and need to save money, then we’ll have fewer car crashes.”

Rupert Murdoch, spurred by a presentation by former Vice President Al Gore, said last year that he intended to make News Corporation, Fox’s parent, carbon neutral by 2010, and the network’s campaign, the producers say, is part of that effort. Still, the green fervor is an interesting turn for a show known more for playing out terrorist themes pioneered by the Bush administration and for graphic portrayals of torture in prime time.

Mr. Gordon said that he knew more skeptical viewers might see the effort as a way to rehabilitate the show’s reputation among liberals, but he insisted that there was no connection.

“People continue to ascribe political agendas to the show, so they may see this cynically, but, no, absolutely, one has nothing to do with the other,” he said.

Fox is not the first network to tout its devotion to the planet. In November NBC Universal committed to “greening” three shows, including the “Nightly News With Brian Williams” and “Saturday Night Live,” by using alternative fuels and increasing recycling and composting. Warner Brothers and Disney also have environmental divisions.

Still, Fox executives said that they were the first to make a series carbon neutral and that they hoped “24” would be a model for other shows and inspire a higher level of environmental consciousness in viewers. On Monday the network will begin broadcasting announcements in which the stars of “24” — including Kiefer Sutherland, who plays Agent Jack Bauer — encourage viewers to take steps themselves.

“No one is kidding themselves that viewers want to see Jack Bauer stop in the middle of an action scene and deliver some line about the environment,” said Dana Walden, a chairwoman of 20th Century Fox Television, who was the force behind the carbon-neutral scheme. But, she added, Fox hoped that the result would be “a more gratifying viewing experience, even if it is at a more subconscious level.”

Figuring out how to reduce carbon-dioxide emissions on a show that often shoots on location and is known for explosion-enhanced action was not easy.

The first step was to evaluate how much of the greenhouse gas was produced, examining everything from the cars used to ferry scripts across the Los Angeles area to flights taken by actors and executives. Two categories accounted for 95 percent of emissions: fuel for on-site generators, transportation and special effects; and the electricity used for sets and offices.

The cast, crew and contractors all made substantial adjustments. They shared scripts electronically and drove around in hybrid vehicles, eliminating the use of 1,300 gallons of gasoline, according to the network.

Joel Makower, executive editor of GreenBiz.com, which advises businesses and evaluates the effectiveness of environmental measures, said he was impressed with the show’s efforts.

“These are not just feel-good measures,” Mr. Makower said. “They did their homework.”

Still, by the show’s own accounting, the realities of production often limited what could be done. Although 1,300 gallons of gas represents about 10 cross-country car trips, Fox said, it is not much for a show that goes through at least 1,000 gallons a week. (For other series Fox said it was experimenting with hybrid five-ton semi trucks.)

The effect of carbon offsets is hard to evaluate. It can be difficult to track whether the clean energy that is supposed to make up the debt is actually produced. And although it is possible to replace the hot, energy-consuming floodlights that studios use with lights using compact-fluorescent technology, the quality of the light “is not yet up to exacting production standards,” said Mike Posey, Fox’s associate director in charge of the green initiative.

Mr. Gordon said there was still reason to try. “We are arguably the worst possible offender, which is why, in a way, it made sense to start with us,” he said. “If we can do it, anyone can.”