Hicks, Robin
July 2006
Campaign;7/14/2006, Issue 28, p29
Trade Publication
The article presents an interview with James Murdoch on making British Sky Broadcasting Group PLC carbon neutral and why other brands should follow. He discusses his views on the problem of climate change. He comments on why his company came ahead in promoting green products when people have expected BBC to be the first big media company to go carbon neutral. He also comments on the impact of such changes on the advertising industry as a whole. He says that his efforts are aimed at encouraging, not forcing, people to make a different choice.


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