Hollow gestures of faux-environmentalism are nothing new. (Remember 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.

It all has the look and feel of a rather costly energy-burning publicity stunt. During the half-time show of yesterday's Eagles/Cowboys game Sunday, a candlelit Bob Costas urged viewers to turn off unnecessary lights in their homes as a way to cut down on carbon emissions. Presumably, NBC (owned by General Electric, mind you) was unable to find a way to use candles to power the gleaming "Toyota" ads or any of the myriad high-definition monitors that helped illuminate the studio in lieu of light bulbs.

Then, of course, there's the astronomically large carbon footprint caused by flying entire television crews to remote locations, housing them, and keeping them warm—as well as the costs associated with lighting and producing usable content when it's pitch black and negative 50 degrees outside. But, hey, Matt Lauer delivering an impassioned global warming monologue as he stands next to an igloo flanked by sled dogs is probably very good for ratings!

UPDATE: TODAY announces that it's offsetting its globe-trotting ways by purchasing carbon offsets. For viewers unwilling to do so, they offer alternatives, one of which is to "unplug your TV." Well, then!