Media reports say it is one of the most unexpected conversions since Saul of Tarsus hit the road to Damascus. Media moghul Rupert Murdoch is turning into a green campaigner. He is making the whole of his worldwide operations carbon neutral and setting out to "educate and engage" his readers and viewers about global warming.
Murdoch says he believes his companies' "global reach" presents "an unprecedented opportunity to raise awareness and to stimulate action around the world". Messages about climate change will be woven throughout Mudrdoch's company, News Corp's entertainment content from movies to books to tv sitcoms, and the issue will have an increasing presence in the company's news coverage.
A former sceptic who confesses to having been "somewhat wary of the warming debate," Murdoch had a global webcast for all his employees recently to tell them that he was "changing the dna of our business".He added that he had started with himself, buying a hybrid car.
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