The Communication Initiative
Development action with informed and engaged societies
The Communication Initiative
After nearly 28 years, The Communication Initiative (The CI) Global is entering a new chapter. Following a period of transition, the global website has been transferred to the University of the Witwatersrand (Wits) in South Africa, where it will be administered by the Social and Behaviour Change Communication Division. Wits' commitment to social change and justice makes it a trusted steward for The CI's legacy and future.
 
Co-founder Victoria Martin is pleased to see this work continue under Wits' leadership. Victoria knows that co-founder Warren Feek (1953–2024) would have felt deep pride in The CI Global's Africa-led direction.
 
We honour the team and partners who sustained The CI for decades. Meanwhile, La Iniciativa de Comunicación (CILA) continues independently at cila.comminitcila.com and is linked with The CI Global site.
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green.tv

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Produced by largeblue, a film production and web development located in the United Kingdom, with support from the United Nations Environment Programme (UNEP), green.tv is a global broadband television (TV) channel and website dedicated to environmental issues. It aims to offer a comprehensive "one stop shop" for environmental TV programming. green.tv carries over 500 films from around the world produced by non-governmental organisations (NGOs), community filmmakers, public sector bodies and companies with an interest in protecting the environment.
Communication Strategies

green.tv is an online television project with a growing library of environmentally focused films available to view on its website (click here). In addition, it provides a forum for user generated content and as of December 2007 will provide social networking and sharing possibilities.

green.tv currently has seven online "channels" covering: air, land, water, climate change, people, species and technologies. It also has a series of partner channels that are either themed (eg. Comedy, Music) or deicated to a specific organisation (eg. Greenpeace, UNEP). green.tv aims to have the look and feel of a global TV channel but it combines this with the interactive elements of the internet, giving users the ability to watch video on-demand and interact with the content. green.tv's content can also be viewed by podcast, on video-enabled mobile phones, and on other hand-held devices.

Collaboration with like-minded organisations is a key strategy for gaining and communicating information through green.tv. About 30% of the content on green.tv is produced by largeblue and over 90 different organisations have their content available to be viewed on the site.

Development Issues

Environment.

Key Points

green.tv is the brainchild of environmental film Director/Producer, Ade Thomas, who says: "green.tv is like a green Google for green films. If you want to see a news item about climate change, watch a kids' story about penguins or a feature about wind farms, go to green.tv and you'll be able to see some engaging and thought-provoking films about the environment, at a time when a greater understanding and awareness of these issues is critical."

Japanese and German-language versions of green.tv launched in July 2007 - other versions are planned to launch in the future.

Partners

Espians, largeblue, United Nations Environment Programme (UNEP), Greenpeace International, Sky.