July 20, 2005, (PORTLAND, OR) – In April of last year, Puget Sound Regional electric utilities and the Bonneville Environmental Foundation (BEF) gave the green light to a green power campaign conceived from market research by Belo Marketing Solutions (BMS), a division of KING 5, NBC’s television affiliate in Seattle, Washington.  The research showed a need to build awareness of green power options in the area.  In support of the campaign, which included the Internet, permission-based e-mail and utility bill inserts, BMS channeled its effort and passion for the campaign into the making of a televised Public Service Announcement (PSA).  Last month, in recognition of its dedication and attention to quality in creating the PSA, Mike Johnson, producer/director of the “Green Power” spot, received a Northwest regional Emmy award.

“Making this Emmy even more significant is the fact that BMS donated its production facilities and time in the creation of the PSA,” said Tom Starrs, vice president of sales and marketing for BEF.  “In addition, KING 5 and KONG 6/16 ran the 30-second spots over an eight-week period, including substantial prime-time placement.  BMS could have held back in producing the spot or the amount of airtime given to it, and I don’t think any of the campaign partners could have faulted them if they had, but their personal commitment to the project would not allow that.  BEF and its partners in the regional green power campaign are very happy to see BMS receive this recognition.”

About the PSA
The 30-second spot uses powerful imagery showing a breeze rustling through a child’s hair as she asks, “Why is there wind?”  Through the use of voice-overs, the child asks, “Why we don’t use it, and would we use it, if we wanted to change the world?”  Viewers are treated to images of spinning windmill turbines and ultimately of the child running through a field as she asks, “Are you ready to change the world?”  A Narrator imparts information on the Green Power program as the child turns toward the camera and the narrator says, “The future depends on the choices we make today.”

The campaign results show more than 4,300 new customers joined the utilities’ green power programs, representing a 272 percent increase in the enrollment rate over the same period the previous year.

About Belo
KING 5, KONG 6/16 and NorthWest Cable News are part of Belo Corp., one of the nation’s largest media companies with a diversified group of market-leading television, newspaper, cable and interactive media assets. A Fortune 1000 company with 7,600 employees and $1.5 billion in annual revenues, Belo operates in some of America’s most dynamic markets in Texas, the Northwest, the Southwest, Rhode Island, and the Mid-Atlantic.  Belo owns 19 television stations, six of which are in the 15 largest U.S. broadcast markets.  The Company also owns or operates seven cable news channels and manages one television station through a local marketing agreement.  Belo’s daily newspapers are The Dallas Morning News, The Providence Journal, The Press-Enterprise (Riverside, CA) and the Denton Record-Chronicle (Denton, TX).  The Company also publishes specialty publications targeting young adults, affluent populations and the fast-growing Hispanic market, including Quick and al dia in Dallas/Fort Worth, and the d, El D and La Prensa in Riverside.  Belo operates more than 30 Web sites associated with its operating companies.  Additional information is available at www.belo.com.

About BEF
The Bonneville Environmental Foundation, a non-profit organization, was established in 1998 to restore watershed ecosystems and further the development and use of new renewable energy resources.  Through revenues generated from the sales of green power products, BEF funds projects that restore damaged watersheds and support new renewable energy projects from solar, wind and biomass.  BEF pioneered the sale of Green Tags in 2000 and has helped establish national standards for certification and trading.  Created by regional environmental groups and the Bonneville Power Administration, the Foundation operates collaboratively with but independent of both. More information is available on the web at
www.b-e-f.org.