Our volatile region often manages to overshadow all other concerns, but while we're dodging bullets and ducking bombs, something else threatens us all. The precarious global environmental situation is no secret. Yet the apathy surrounding this issue is beyond the pale. It is not the concern of the average citizen who is busy trying to feed his family, caught up in the latest political melee and living under the cloud of oppressive intransigence. So it is no wonder that when the Beeaty (My Environment) TV network went on air, it was the first environmental channel in the entire Middle East. Yes, this is 2007. "Our research shows apathy is the biggest principal cause of the lack of concern about the environment in the region, Alessandro Mischiatti, Beeaty's Business Development Director told Daily News Egypt, "our role [with this channel] is to introduce this message to the [region's] youth. Things need to get really bad for people to wise up. "Concern is growing now because in the summer it is 45 instead of 35 degrees, old people are suffering from the heat and global warming is becoming more apparent, Mischiatti says. "We work with many institutions, he says, "and according to them the situation in the Middle East is pretty dramatic. Well, one needs to only stand in Tahrir Square and take a deep breath to realize that Houston, we have a problem. Beeaty hopes to bring all these issues to the fore. Thirty percent of the channel's content will consist of talk shows to raise awareness of the pressing environmental issues in the region. The remainder will be programming purchased from international producers such as BBC World, dubbed into Arabic. The programming should cover diverse topics like climate change, wildlife, healthy living and eco-tourism. Mischiatti says, "We know that the environment is a niche market, but we're trying to implement some ground activities to interact with youth, who are the main target audience. For that reason Beeaty will also publish a magazine and set up an internet portal. Indeed, the channel considers the word environment to be inclusive. "Environment is what is all around you, Mischiatti says and that means that social issues are also a part of it. The channel was set up by the Presidency for Meteorology and Environment in Saudi Arabia, essentially the de facto environment ministry. Because of this, it will also provide eight live weather reports a day and will send it to mobile phones and other interactive means to attract the youth market. "We're not an NGO, but we're not a commercial operation either. We need to be a sustainable business, Mischiatti says. And on the subject of sustainability, one of Beeaty's objectives is convincing businesses to adopt a more environmentally friendly approach in their operations; something that is en vogue abroad but is yet to become big here. Mischiatti believes that sustainable development is the aim of major corporations. "It will be a long process for people to become environmentally concerned, he adds, "but in 10 years if you are a company that doesn't respect sustainable development, you'll have trouble either with the law or with your image. And what of individuals in the Middle East? "To teach a huge community like Cairo to adopt a separate garbage collection method for example, you need to motivate them. The government isn't doing much about this, he says. "I believe in motivation, it's the only thing that can really work, Mischiatti adds, "and schools can be a big part of it. When kids see something bad being done all the time, they think they alone can never change it. We need to show them that it will just take time. He also indicates that new laws and media coverage can change the perception of populations. In the hopes of catching them young, the channel will begin broadcasting eco-friendly cartoons as well as environment-related movies starting October. "We want to be the free to air Arabic version of the Discovery Channel, Mischiatti says, adding that the aim is to be an 'Edutainment' channel, one which both informs and entertains.
