It's Not Easy Being Green for NBC

gestures of faux-environmentalism are nothing new. (Remember Rolling Stone strong man and global warming crusader Jann Wenner shuttling to and from his European vacation home on a private jet?) But for sheer hot air, NBC's current community service project, "Green is Universal," takes the cake.

The week-long initiative, which kicked off yesterday, will feature 150 hours of programming aimed at "entertaining, informing, and empowering Americans to lead greener lives." Matt Lauer will report live from the Arctic Circle in Greenland. Al Roker will be investigating "cloud forests" 7,000 feet above sea level in Ecuador (one hopes there's enough oxygen to keep him huffing). Ann Curry will look even more frigid than usual filing from Antarctica.