HONG KONG — Japanese pubcaster NHK will receive a Green World Award at the Mip TV television mart, which takes runs April 7-11 in Cannes.

The award is in recognition of the network’s continued commitment to raising public awareness on environmental issues over five decades.

To involve the wider public in the debate and bring attention to the issue, notably around the Kyoto accords, NHK has, since 2003, organized an “ecological campaign” each June, involving 120 hours of programming. This is backed up by on-the-ground educational and fun activities such as photo workshops, concerts, exhibitions like the Eco Life Fair, seminars about programs and setting up an Eco Park.

This year will see some more important milestones, notably the broadcast of the new documentary “Arctic Circle.”

The Green World Award will be one of the high points of the “Focus on Japan, Country of Honor” at the 45th Mip TV, and will be presented to NHK during a gala lunch on the opening day of the market, April 7.

Mip TV is organized by Reed Midem, which like Variety, is owned by the Reed Elsevier group.