By Dan Shapley
NBC Universal announced the first round of initiatives in a greening campaign to "set a new course for the entire industry," in the words of CEO Jeff Zucker. It aims to mitigate the environmental impact of film and TV production and reduce its overall greenhouse gas emissions by 3 percent by 2012. It's not the only media company in this game, and its announcement follows closely on the heals of Rupert Murdoch's revelation that News Corp. would go carbon neutral by 2010. NBC's parent company, General Electric Co., has in recent years been pushing its own green-themed campaign, dubbed Ecomagination. The company itself has a mixed environmental record, as an innovator in such green technologies as wind turbines, but also as one of the staunchest opponents of the nation's Superfund toxic waste cleanup law, according to a story in the May 25 Daily Variety.