L.A. LEADS WAY IN DEVELOPING TRUE `GREEN POWER'.

Byline: LOCAL VIEW By Ed Begley Jr.

DEREGULATION of California's electric industry has caused many investor-owned utilities to take to the airwaves to differentiate themselves in a crowded field of new competitors. Several of these marketing efforts focus on the delivery of ``Green Power'' that helps protect the environment.

Such desired positioning is not surprising, but for most companies it is inconsistent with reality.

The utility industry has been one of the world's grossest polluters for generations. Even today, most electricity is generated by coal-fired and nuclear power plants, contributing excessive levels of pollutants that contribute to global warming. In the United States, electric power generation accounts for one-third of the country's emissions of carbon dioxide, two-thirds of sulfur dioxide and over half of the nuclear waste.

Consumer advocates, including Ralph Nader, have rightly criticized many of the ``Green Power'' product offerings across the nation as nothing more than a repackaging of existing power resources being marketed at a premium to unsuspecting consumers. Creating new sources of ``Green Power'' is a goal that can be achieved if utilities have the will to make the investment and the guts to demonstrate industry leadership.

The city-owned Los Angeles Department of Water and Power is embarking on what promises to become the most comprehensive ``Green Power'' program in the country.

DWP's program, dubbed ``Green Power for Green L.A.,'' will offer customers new renewable energy created from the sun, wind and water. The goal of the program is to increase demand and use renewable energy, and consequently reduce the use of energy generated by polluting fossil fuels like coal. Nader has reviewed DWP's program and supports it.

Los Angeles ``Green Power'' customers will pay a small premium to cover the cost of developing new renewable energy sources, and in return, DWP will provide free energy efficiency measures that will reduce energy consumption and offset the expected $3 per month increase for the average customer.

This program can work in Los Angeles and throughout the nation. Los Angeles is a global leader known for being on the cutting edge and for taking hold of new ideas and putting them into the mainstream. Los Angeles is home to some of the most important industries in the world, including entertainment, and new media. It's time to make Los Angeles the home of renewable energy.

Already, one major international energy company that manufactures photovoltaic cells that convert sunlight into electricity is in the final stages of identifying a new manufacturing facility in Los Angeles. One of the leading companies that manufactures wind turbines is already located in the city. No doubt, with the DWP ``Green Power'' program as the stimulus, Los Angeles can become the international capital of renewable energy.

It is important that the city demonstrate leadership by signing up city agencies as ``Green Power'' customers.

The city consumes a great amount of energy every day at its facilities and offices. As a major energy consumer, the Los Angeles City Council's decision to purchase ``Green Power'' will help clean the air our residents breathe and assist in creating the demand that will bring this important new industry to Los Angeles. As it will do with other ``Green Power'' customers, DWP will evaluate energy efficiency efforts that can be adopted to offset any increase in electrical cost incurred by the city.

The DWP is taking a bold new step with ``Green Power for a Green L.A.''

Unlike many other utilities in the state, DWP is developing new sources of renewable energy for its customers. Signing up is one of the most significant actions that residents and businesses can take to improve, protect and preserve the environment; create new job opportunities and business growth; and promote energy conservation.

``Going Green with DWP'' is more than a simple marketing message. It's the chance to change the way the nation generates and consumes electricity for generations to come.