ITV publishes guidelines to promote sustainability content
ITV has introduced new measures to support sustainability goals both on and off screen.
The news is part of a wider commitment by the UK network – since becoming a signatory to the Climate Content Pledge – to integrate sustainability into its programming while encouraging its audience to make more environmentally friendly choices. the environment.
Among the new measures are the following: a sustainability team that will provide advice for new productions so that these themes are better integrated into the programming; the introduction of ‘inspiration sessions’ for creative staff working at ITV; regular review of content data via a Climate Content Tracker; and a company-wide commitment to have climate-related content across all genres.
ITV chief executive Carolyn McCall commented on the new measures: “ITV’s commitment to bringing climate content to the screen runs across all of our genres. We focus on informing our viewers about the issues and, above all, entertaining and inspiring people in the unique ITV way.
Building on last year
The new measures mark a growing concern at ITV to include programs related to sustainability. Among his achievements over the past year in this regard are the morning talk show This Morning broadcast from a forest, a young poet reading climate-focused poetry on Britain’s Got Talent and a plot about the theme of air pollution on Coronation Street. Additionally, ITV Regional News has given airtime to over 85 hours of climate-focused news in 2022 so far.
Partnerships also played a role in this effort. For example, Love Island has partnered with eBay to promote the use of “pre-loved” fashion, a move that will hopefully steer viewers away from environmentally harmful “fast fashion” purchases.
McCall concluded: “From an air pollution storyline on Coronation Street to a young climate poet on Britain’s Got Talent, from This Morning broadcasting from their own forest to Love Island’s groundbreaking fashion partnership with eBay, the most big ITV shows supported the engagement, bringing life’s issues and opportunities to our viewers.