The Role of the Television in Bringing Awareness and Behavior Change to the World about Climate change.

Television has played a pivotal role in encouraging consumers to decarbonize. Broadcasters have used their unique platform to improve viewer knowledge, challenge their attitudes, and inspire them to take action against climate change

.A latest research, in collaboration with Sky found that: 70% of people across are willing to change their behavior to address the climate crisis.

• 1 in 3 viewers say a TV programme has inspired them to make a change in their lives.

• 1 in 4 viewers follow in the footsteps of a TV character to do something differently.

Behavior change via broadcasting and traditional media has historically been aimed at improving public health, boosting gender equality, and reducing violence. The same methods have been used to encourage sustainable behaviors. Broadcasters have also helped improve people’s knowledge, perceived ease and normality of sustainable behaviors, thereby boosting their willingness to take action.

Imagine if just 10% of television viewers changed their behavior to, for example, prevent food waste, avoid taking lengthy flights, switch to a plant-based diet or use an electric vehicle we could prevent 1.16

BILLION tones of CO2 emissions entering the atmosphere per year!! Which would be indeed a great stride.

The Negative Side

• The lack of knowledge in particular stands out. Television is unavailable to some people for example as we all know most of the rural areas in Zimbabwe do not have electricity and because of that people do not find the need to own televisions.This then means that most of the news concerning climate change and the environment is not easily accessible to them which in turn prevents awareness.

• Further, most television programs and channels do not dedicate more time to talking about climate change. An example given, research found that major broadcasting networks such as ABC, CBS, NBC