E!, EMA Play a Part

E! Entertainment Television teamed up with the Environmental Media Association on pro-social initiative Play a Part.

Play a Part is aimed at “uniting the entertainment industry behind environmental causes,” the network said.

Components of the collaboration between E! and the EMA will include:

• The first annual Green Golden Globes party, in which the network and the EMA join 9900 Wilshire to throw an eco-friendly post-Golden Globes party, with E! viewers getting behind-the-velvet-rope access;

• An extensive EMA public-service-announcement campaign, with participating celebrities including Ed Begley Jr., Kristin Davis, Daryl Hannah, Anthony Kiedis, Wendie Malick, Nicole Richie, Jeffrey Tambor, Wilmer Valderrama and Constance Zimmer; and

• E!’s exclusive broadcast of the 16th Annual Environmental Media Awards, a half-hour special featuring green-carpet celebrity arrivals, celebrity environmental tips, the EMA Awards show (honoring film and television productions that increase public awareness of environmental issues) and a sneak peek inside the unique post party bash. The EMAAwards will air on E! Tuesday, Nov. 28 at 6 p.m. (EST/PST).

“This is a wonderful opportunity to expose E! Entertainment's tremendous audience to easy and effective ways to incorporate environmental-lifestyle actions into their daily lives,” EMA president Debbie Levin said in a prepared statement.

“Already looking to them for pop-culture lifestyle cues, the partnership can be remarkably effective in reaching a mass that might not otherwise have the information that has been proven to thwart the progression of global climate change," she added.