The conservation movement has a new member, and it’s out to help make entertainment green.

EcoTainment, a newly formed production and marketing company, announced itself this week along with its mission: to provide TV programs and films focusing solely on the environment.

“There’s a huge audience ready to embrace programs focusing on our planet’s problems and how they affect our relationships with each other,” said EcoTainment CEO Zachary Frankel. “We’ve found lots of very compelling stories which have yet to be told through the lens of popular culture.”

Citing market research, opinion polls and the success of films like “An Inconvenient Truth” and “March of the Penguins” as proof of Americans’ interest in environmental issues, EcoTainment’s producers and writers have dedicated the past two years to developing fictionalized dramatic programs in an effort to push past the usual documentaries.

“For a majority of Americans, environmental issues hit a nerve,” said EcoTainment producer Matthew Elggren. “It’s no longer about being an environmentalist; it’s about being an American. We’re taking green mainstream.”