People Seen As Mean to Green: Why What They Say Isn’t What They Do
The next time you hear that there is not only a scientific consensus on globaloney (phooey), but that people are eager to learn how to conserve energy so they can “do something” about it, remember this lesson from Down Under:
Viewers keen to save planet, but not during favourite show
March 8, 2007The green conundrum is affecting many products, not just TV, writes Paul McIntyre.
TEN NETWORK’s programmers are baffled. With so much attention on climate change and consumer research indicating viewers were keenly interested in a 2½ hour feast of practical advice on how they might save the planet, Ten’s ratings for the Cool Aid blockbuster on Sunday night were still a disaster.
Viewing numbers peaked at 618,000, compared with more than 1.6 million each for Grey’s Anatomy and CSI on Seven and Nine respectively, and averaged just 464,000 people across the country.
“Truthfully, we’re confused,” says Ten’s network head of programming, Beverley McGarvey. “They didn’t come. It’s not like they came to the show, sampled it and went away. They didn’t come.
“We had study guides in schools, we had the full support of the print media, both editorially and with advertising, and an extensive [Ten Network] on-air campaign with a number of different creative treatments and different stances.
“We spent a fortune to get the audience there and it didn’t work. We’ve talked about it quite a lot internally. We’re disappointed.”
Ten isn’t alone. Despite the focus on climate change, the green conundrum is alive across myriad product categories, including toilet paper.
The reason that the expectations of globaloney programmers, like the purveyors of “green” toilet paper, are being, uh, wiped out is because they believe their market research.
In this case, it’s a big mistake. No one except a person spoiling for a fight is going to tell a survey-taker that they don’t care about being green; of course they’ll usually say so, either because they want to be seen as having “good” intentions, or just to keep the politically-correct furies off their backs. But when it comes time to spend a little more hard-earned money on green products, it’s generally not going to happen, not unless there’s a specific payback. Nor are TV viewers going to leave their favorite programs for a lecture on “the cause.”
Consider it enlightened self-interest, with a smidgen of passive resistance.
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UPDATE: Tim Blair had more to say last Friday.










