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James Murdoch

CEO, British Sky Broadcasting

Green cred: Friend of Al Gore, he’s credited with turning his dad/News Corp. topper Rupert Murdoch onto green issues.

Since he took over at BSkyB, Europe’s richest pay TV broadcaster has become the first media company in the world to go carbon neutral. BSkyB has installed motion-sensitive lighting, uses hybrid taxis, buys only renewable energy, has halved the power consumption of its set-top boxes and is the only TV provider in Europe to sign the European Commission’s code of conduct for energy efficiency of digital TV service systems.

Focus: Climate change, curbing CO2 emissions.

Latest battle: Having put Sky’s own eco-house in order, the company is now addressing the question of how to use its relationship with its 8 million subscribers (a third of all U.K. homes) to promote green behavior.

First example: It’s piloting a plan to give new subscribers a free gift of three energy-efficient lightbulbs when their satellite dish is installed.

Eco mantra: “We can solve humanity’s biggest problem — but only if corporations work together with individuals and governments.”

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