Okay, everyone, Earth Day is almost here. Some people even celebrate it today, and heck, as the pun goes, some people celebrate it every day.

But will the media companies producing hours of 'green' content for our viewing pleasure live up to their content? Our friends at Climate Counts have launched a great initiative asking that very question.

Click here for more info on "green watching."

Here's the juiciest tidbit:

"Based on our latest round of scoring (released in November 2009), notoriously conservative News Corporation was near the top of green-committed media companies, with 68 points out of a possible 100. Notoriously hip Viacom (the parent of MTV, BET, Comedy Central, and VH1), however, was not only among the lowest in the media sector with just  three points, but among the lowest of nearly 150 companies scored in 16 major sectors.

You read that right. The company that owns Fox News and the Wall Street Journal is doing more to reduce its own climate impact than the company that is watched by the young, edgy, and culturally dialed-in. Glenn Beck and Sean Hannity work for the company doing more on the corporate side to address the climate crisis than the company that gives John Stewart and Stephen Colbert their megaphones. And perhaps what’s most striking is how little improvement Viacom and other low-scoring media companies like CBS and Time Warner have shown in the more than three years since Climate Counts began tracking their performance."