Rent seeking updated: GE invests in green technology; NBC whips up green fervor

NBC gives new meaning to the phrase "green screen" next week, spreading a pro-environmental message across five of its prime-time entertainment programs.

"30 Rock," where Al Gore takes a cameo role, leads the way. Environmental themes were also added to the scripts of "The Biggest Loser," "The Office," "Heroes" and "Community."

NBC Universal's three-year "green" campaign has largely focused on off-camera issues like making company facilities more eco-friendly. News and information programs have also been enlisted to do stories on environmental issues, but except for one "30 Rock" episode two years ago, the campaign hasn't touched the prime-time lineup.

This year on "30 Rock," corporate boss Jack Donaghy tells the late-night show's staff it has to cut its carbon footprint by 5 percent, and puts Kenneth the Page in charge of getting it done.

"It's something that is relatable and is something that a lot of people are doing," said Jack McBrayer, the actor who portrays Kenneth.

Backstage, the show has done its part by removing water bottles in favor of water filters and using chemical-free cleaning products. The show rents hybrid vehicles to transport its actors and crew members, said Beth Colleton, vice president of the "Green is Universal" campaign.

"Everybody is on board with greening up the place and being more environmentally-friendly in real life," McBrayer said. "Every now and then people need to be reminded of things that can be done."