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Canuck producers unveil Producing for the Planet drive to promote sustainability

The Producing for the Planet initiative launched at Prime Time

More than 40 Canadian production companies have formed a coalition designed to encourage producers to take measurable action against climate change through annual reporting, sharing of resources and showcasing the importance of sustainability on screen.

The Producing for the Planet initiative, which includes 9 Story Media, Blink49 Studios, Blue Ant Media, Entertainment One, Muse Entertainment, Lark Productions, Nomadic Pictures, Shaftesbury, Sphere Media, Thunderbird and Seven24 Films, was unveiled on Friday at the Canadian Media Producers Association (CMPA)’s annual Prime Time event.

Key aspects of the pledge include creating “sustainability-related stories” spotlighting the climate crisis; a reduction in the use of materials and landfill waste; and the adoption of best practices to reduce emissions in production and corporate operations.

The project received financial backing from the Canada Media Fund, the CMPA, Thunderbird and its unscripted subsidiary Great Pacific Media and Creative BC.

Part one of the initiative will see the coalition launch a digital interactive Climate Action Producer Toolkit in the spring. The toolkit will provide resources, tools, templates and best practices for producers.

Other Canadian companies involved in the coalition include Amaze Films, Attraction, Banger Films, Boat Rocker Media, Cedar Island Films, Cineflix Media, Conquering Lion Pictures, Cream Productions, Eagle Vision, Frantic Films, Good Measure Productions, Idéacom International, IOM Media, Iylond Entertainment, Kickstart Entertainment, KOTV, Lark Productions, New Metric Media, Omnifilm Entertainment, Panoramic Pictures, Pier 21 Films, Prairie Dog Film + Television, Quadrant Motion Pictures, Remembrance Pictures, Screen Siren Pictures, Shut Up & Colour Pictures, Sphere Media, Wango Films, Wildbrain and Wind Sun Sky.

Thunderbird’s VP of sustainability and business affairs Marsha Newbury is the founder and executive director of the initiative. She said: “Producers face many barriers to changing business-as-usual practices, yet change we must. We believe that by working together and making formal commitments to act we can accelerate the pace at which our industry adopts green practices on screen and off.

“It’s every producer’s responsibility to operate sustainably and we invite producers of all sizes and genres, from across the country, to join us in our mission to drive the decarbonisation of our industry.”

The launch of the Producing for the Planet pledge comes eight months after more than 20 Canadian broadcasters and networks, including Bell Media, CBC/Radio-Canada, Corus Entertainment, Blue Ant Media, OUTtv and Super Channel, partnered on an initiative geared towards achieving environmentally sustainable change.


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