LONDON: UK newspaper publisher News International, part of the News Corporation media empire, is following the lead of sibling enterprise BSkyB to declare itself fully carbon neutral.

The owner of the UK's most popular newspaper, The Sun, and The Times among others, is now led by Murdoch clan scion James, who spearheaded satellite giant BSkyB's green initiative during his tenure as ceo.

His recently ascended to the role of NewsCorp's chairman/ceo for Europe and Asia, which includes oversight of NI, where his eco-credentials will hold powerful sway.

The company says it achieved a 21% reduction in carbon emissions between the fiscal years 2006/2007 and has been aiming to "pursue operational efficiencies" and renewable sources of power.

Comments Murdoch: "As a major media company we reach a wide audience both in the UK and worldwide.

"It is important we get the message across to our readers, advertisers, business partners and staff that we are making good progress on an issue we, and they, care a great deal about."

Data sourced from; additional content by WARC staff