It seems Live with Regis and Kelly isn't the only television show planning to target a green demographic with shows featuring environmental topics. Tomorrow is Earth Day, a fact clearly not missed by other networks as NBC prepares to kick off their own 'green week' today. Several of the network's top shows will be focus on issues eco issues: melting snow in Bolivia's mountains will be the covered by Dateline NBC, Today will focus on renewable energy and Jim Cramer of CNBC's Mad Money will talk about green stocks.

Meanwhile NBC is also encouraging local branches of the network to focus on environmental issues, a fact that is not sitting well with some. Last fall the network requested that the presidential candidates be quizzed on environmental issues during an episode of "Meet the Press," and one environmental journalism expert said that may have been crossing a line.

"I would greatly prefer to see these issues come up from reporters and editors and not from CEOs when, my guess is, they are much more concerned about marketing and demographics than they are about news judgment," said Dan Fagin, director of the Science, Health and Environmental Reporting program at New York University.

Such environmental issues are a big concern now among people in their 20s, particularly those with money, he said. That's the sweet spot that TV advertisers pay a premium to reach.

Meanwhile, NBC plans to put their money where there mouths are and will install solar panels at their movie studios in California and has eliminated plastic from their cafeterias. They will also target advertisers with eco-friendly messages.  NBC's head honcho of all things green believes this demonstrates the company's commitment to the issue.

"We don't shy away from the fact that green, so to speak, should be green," said Lauren Zalaznick, the Bravo network chief and head of the NBC Universal Green Council. For example, "Today" drew strong ratings last fall when it sent Ann Curry to Antarctica, Matt Lauer to Greenland and Al Roker to the equator.

"This is about awareness," she said. "Nobody argues that picking up garbage is not a good idea, or recycling your cell phone is not a good idea."

» MSNBC Environment