BSkyB and Friends of the Earth, the unlikeliest of partners?

In what would be an unprecedented partnership BSkyB has offered Friends of the Earth the opportunity to become the broadcaster's favoured charity. The three year contract would guarantee Friends of the Earth direct access to Sky's 8.6 million subscribers and its satellite channels.

 

It would be a unique opportunity for Friends of the Earth and would position the campaigner's message firmly within the mainstream channel. The 3 year campaign has been valued at £1.7m and will include TV spot advertising, access to programme content and access to Sky's customer magazine (the highest circulating magazine in the country).

 

The contract has unfortunately divided directors at the charity. The opportunity of reaching an unprecedented audience is contrasted with what some campaigners see as getting into bed with a corporation whose environmental credentials are less than complimentary. However the move must be seen as being a great opportunity for the environmental campaigner and the environmental message.

 

The move is part of BskyB's drive to brand itself as a carbon-neutral company and also shows the corporations intent to increase its programming on environmental issues. James Murdoch is seen as the catalyst within the organisation having been 'converted' to the cause.

 

Roger Higman the campaign co coordinator at Friends of the Earth sums up the deal by saying. 'Climate change is a massive issue and we have got to persuade the British population to back, or at least accept, action to cut emissions by 90% over the next 50 years. Sky could be potentially very influential in achieving that, we've a duty to explore this'.