Three months ago, Rupert Murdoch announced that News Corp would be carbon neutral by 2010. Aside from the pledge to clean up News Corp's corporate practices, Murdoch promised to use News Corp properties to spread the word to the masses.

Well, you can't find a better vehicle to spread the word than Fox TV's blockbuster hit 24.

The newswires have been buzzing about the Fox announcement that 24 will aim to become the first carbon neutral TV show. According to a story in The Guardian.

Environmentally friendly production measures will include using biodiesel for generators and vehicles, buying energy from wind, water and solar power sources, rewiring a production stage to use electricity instead of diesel-generated power and phasing in hybrid vehicles for cast and crew.

But the campaign will be incorporated into the story as well:

Fox said that 24 would incorporate the issue of global warming and the importance of carbon emission reduction into storylines 'when appropriate'. The official 24 website includes a video appeal by Sutherland, who warns: 'Global warming is a crime for which we are all guilty,' and a list of tips for the public, including turning off lights, riding a bike and printing on both sides of the page.

Not being a regular viewer of 24 (or any other regular TV series, for that matter), I can't speak to the impact that Jack Bauer's taking up the cause of global warming might have. I do, however, applaud the fact that Twentieth Century Fox Television Chairmen Dana Walden and Gary Newman have announced this big first step:

While the changes we are making are ambitious and groundbreaking, they are really just the beginning of our industry getting behind this issue. There are still considerable obstacles to overcome, whether it’s encouraging investment in greener television production technologies, or simply forcing ourselves and our partners to think and do things differently. That said, we believe that we should not let what we cannot achieve get in the way of the things we can. And the next season of "24" is the perfect place to start.

According to Ted Johnson, executive editor of Variety:

24 is very popular among conservatives, very popular among the Bush administration. It's not too much of a leap to say this might include people who don't think global warming exists.

That may be the best news of all.

Carbon Neutral Journal's thoughts are brought to you by Hawtin Jorgensen Architects.

Popularity: 11%