About This Series

This special report examines the electric utility industry's response to soaring demand for electricity, rising environmental regulation and a host of new regulations aimed at reducing greenhouse-gas emissions and spurring use of renewable power sources.

Click here to see all of the stories in the report.

Last updated October 07, 2008

FROM PART ONE: 1950s ad seeks to spur more electricity use

A “Reddy Kilowatt” song and dance invited 1950s PG&E customers to "plug in" to electricity. Click here to watch the video. (Posted: 08/11/08)

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Stories in the Report

  09/11/2008

UTILITIES: Meet 'Common Sense Sam,' pitchman for coal power

ATLANTA -- Electric-power giant Southern Co. has a new lobbyist, "Sam," an androgynous cartoon character with an oversize nose, a shock of red hair and a smile who appears in newspapers and online sites frequented by policymakers.

Sam strolls into one ad pushing a wagon heaped with symbols of energy options -- a whirring turbine, a bundle of switchgrass, an atom, a compact fluorescent light bulb and a hunk of coal. His message: "Different energy sources are smart for different reasons. Common sense says, don't just use one."

But the ad at its heart is a paean to coal -- Southern Co.'s fuel of choice to power more than 4.3 million homes and businesses across the utility's four-state service territory.

>> Read the full story.

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  08/22/2008

UTILITIES: Xcel starts turning Boulder, Colo., into a 'smart grid' Skinner Box

If you can think of electricity as a chain that connects the power plant to your portable music player, you can grasp the notion of "smart grid."

Broadly, smart grid means applying modern, digital technology to the analog world of electricity infrastructure. But what makes a grid smart is anybody's guess right now.

Xcel Energy, a utility serving eight states -- Colorado, Michigan, Minnesota, New Mexico, North Dakota, South Dakota, Texas and Wisconsin -- aims to firm up the definition. With a pilot program called Smart Grid City, the company is installing a network of technologies it says will serve as a "living laboratory" to test smart-grid components.

>> Read the full story.

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  08/15/2008

UTILITIES: New energy initiatives, programs tossing curves at regulators

Florida Power and Light's renewable energy program ranked among the most successful U.S. green electricity efforts.

The voluntary program was seen as a model for electric utilities facing conflicting demands for more electricity and greater environmental stewardship.

Then suddenly, state utility regulators shut down the program last month. The Florida Public Service Commission found the utility had spent 75 percent of program revenues on marketing and administrative costs, not on renewable power.

>> Read the full story.

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  08/11/2008

UTILITIES: Would you turn down the AC for a man wrapped in a fluorescent bulb?

Smiling, with hands on hips, wearing spandex and wrapped in a glowing fluorescent bulb, Save the Watts Guy stands ready to save the planet, your wallet and -- maybe -- the electric power industry.

The campy superhero is the face of Progress Energy's "Save the Watts" ad campaign for energy efficiency and renewable energy. The Raleigh, N.C.-based company -- owner of utilities in northern Florida and the Carolinas -- launched the effort last year in hopes of getting its 3.1 million customers to try low-watt bulbs, switch off lights and turn down air conditioners.

"People normally don't think about their utility being very cutting-edge," company spokesman Scott Sutton said. "We are trying to change that perception."

>> Read the full story.

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