Sundance Channel Signs Brita and Green Works Brands as Co-Presenting Sponsors of New Series ‘The Lazy Environmentalist’

Green Works and Brita’s Multi-Platform, Integrated Sponsorship Deal Includes Storyline Integration and Short-Form Vignettes

The Lazy Environmentalist Premieres on Sundance Channel Tuesday, June 16 @ 9pm

NEW YORK, June 15 2009 – Sundance Channel announced today that the Brita and Green Works brands have signed on as co-presenting sponsors of its upcoming original series, "The Lazy Environmentalist." Premiering Tuesday, June 16, the seven-part, half-hour series is hosted by environmentalist and author Josh Dorfman, who seeks out environmental skeptics that are experts in fields including fashion, food, architecture, business and design, to persuade them that a green lifestyle can meet the demands of their professional and private lives. The series airs from 9-9:30 PM (ET/PT) as part of the network’s Tuesday night programming block, "The Green."

As co-presenting sponsors, the Brita and Green Works brands will be seamlessly integrated into almost every aspect of the show, which includes on air, online and on demand. As part of the multi-platform co-sponsorship deal, each episode will include a series of custom-produced "Eco Tips" that are branded to Brita or Green Works. In addition, an interstitial series entitled "The Lazy Greenover" will premiere in each episode of the show. These one-minute episodes, which were produced exclusively for the Brita and Green Works brands, will feature Dorfman recommending everyday environmental solutions. The vignettes will also air on "The Lazy Environmentalist" minisite at as well as Sundance Channel’s VOD platform.

"The Brita and Green Works brands both came on board with the show very early on in the development process and have been mindfully integrated at every step of the way" said Kim Gabelmann, Senior Vice President, Branded Entertainment and Partnerships, Sundance Channel. "This sponsorship is a perfect example of how we work closely with marketers to create "TiVo proof" branded solutions within a clutter-free environment that speaks to our highly influential audience."

"Partnering with ’The Lazy Environmentalist’ was a natural extension of our brands’ current work with Josh Dorfman and involvement with the Sundance Film Festival. The series is a great platform to integrate our brands and show how small steps can make a big impact on the environment," said Scott Iason, Group Manager at Clorox.

As part of the deal, the Brita and Green Works brands will be able to use the campaign’s custom creative to further promote their products, by repurposing the vignettes on their Web sites and syndicating them in retail locations.

On, the sponsors will receive custom content and multi-level integration on the mini-site of "The Lazy Environmentalist" which will include episode recaps, behind-the-scene clips, and the entire green tips vignette series.

Brita’s involvement began at this year’s 2009 Sundance Film Festival as part of their FilterForGood Campaign to reduce bottled water waste by reminding people that filling a reusable bottle with filtered tap water is a greener solution. Dorfman hosted the Brita segments from the festival in Park City, Utah.

"The Lazy Environmentalist" is predicated on the fundamental goal underlying all of Dorfman’s work: to help people incorporate environmental principles into their lives with ease, style and efficiency. Each half-hour episode introduces two or three subjects, each highly accomplished in their fields of expertise and very demanding in how they work and how they live. When it comes to going green, these men and women are highly skeptical that the environmental approach can satisfy their requirements. Dorfman’s assignment is to bring them ecologically balanced options that meet their high standards – he must find the best, most beautiful, most innovative products, services and inventions that also happen to be green.

Josh Dorfman, host of Sundance Channel’s new original program "The Lazy Environmentalist" and a commentator for "Big Ideas for a Small Planet" on THE GREEN, the Channel’s weekly primetime destination devoted to environmental programming, is an environmental entrepreneur, media personality and author of The Lazy Environmentalist: Your Guide to Easy, Stylish, Green Living (April 2007) and the recently published The Lazy Environmentalist on a Budget (April 2009). He created "The Lazy Environmentalist" as a talk radio show on Sirius Satellite Radio from 2006 to 2008, and is the founder and CEO of Vivavi, a retailer of modern, green furniture and home furnishings, which Inc. Magazine has called one of the top 50 companies driving today’s green revolution.

About Brita

Brita® FilterForGood® Campaign: Better Water, Less Waste

The Brita Products Company, based in Oakland, Calif., is the leading maker of point-of-use water filtration products to improve the quality and taste of tap water.

The FilterForGood campaign began in 2007 as part of Brita and Nalgene’s mission to reduce bottled water waste by offering a greener solution to staying hydrated at home and on the go. Through the Web site, anyone can pledge to switch to a reusable bottle filled with Brita filtered water, purchase the iconic green FilterForGood Nalgene bottle and receive Brita coupons. To date, an estimated 142 million bottles have been saved thanks to those who took the FilterForGood pledge.

For more information, visit

About Green Works®

Green Works® : Powerful Cleaning Done Naturally

Green Works is a breakthrough line of natural, plant-based cleaners that clean with the power you expect from Clorox. Cleaning with Green Works Natural Cleaners is an easy way to live a more sustainable life without compromising cleaning performance. All Green Works natural products are made with biodegradable cleaning ingredients, come in recyclable containers and are not tested on animals.

All Green Works products are recognized by the Environmental Protection Agency’s (EPA) Design for Environment (DfE) program. The Green Works® brand team is also a proud supporter of Sierra Club’s efforts to preserve and protect the planet.

Learn more by visiting

About Sundance Channel
Under the creative direction of Robert Redford, Sundance Channel is the television destination for independent-minded viewers seeking something different. Bold, imaginative and uncompromising, Sundance Channel offers audiences a diverse and engaging selection of films, documentaries and original programs. Launched in 1996, Sundance Channel is a subsidiary of Rainbow Media Holdings LLC. Sundance Channel operates independently of the non-profit Sundance Institute and the Sundance Film Festival, but shares the overall Sundance mission of encouraging artistic freedom of expression. Sundance Channel"s website address is

About Rainbow Media Holdings LLC
Rainbow Media Holdings LLC is a subsidiary of Cablevision Systems Corporation (NYSE: CVC). Rainbow Media is a leading producer of targeted, multi-platform content for global distribution, creating and managing some of the world"s most compelling and dynamic entertainment brands, including AMC, IFC, WE tv, Sundance Channel and VOOM HD Networks. Through IFC Entertainment, Rainbow Media also owns and manages the following: IFC Films, a leading distribution company for independent film; IFC Productions, a feature film production company that provides financing for select independent film projects; and IFC Center, a three screen, state-of-the-art cinema in the heart of New York"s Greenwich Village. Rainbow Media also operates Rainbow Advertising Sales Corporation, its advertising sales company; Rainbow Network Communications, its full service network programming origination and distribution company; and 11 Penn TV, a company that manages Rainbow Media"s NYC studios and post-production facilities.

Press Contacts

  • Sarah Eaton
    Sr. Vice President, Public Relations
    Sundance Channel

    Katie Lanegran
    Sr. Director, Public Relations
    Sundance Channel