- Kenneth Hein, Brandweek

NEW YORK Recognizing that most consumers don't bother to properly dispose of their old TVs, Sony has launched its "Green Glove" service. It is offering this in-home delivery service to consumers who purchase a Bravia high-definition television that is 32 inches or larger.
    
An installation team comes to the home and hooks up the new system, and it takes away any old televisions to be recycled responsibly. Eighty-two percent of the 2.25 million tons of thrown-away TVs, cell phones and computers ended up in landfills during the past two years, per the Environmental Protection Agency.

The TV recycling is handled by Waste Management Recycle America as part of its partnership under the "Sony Take Back Recycling" program. Consumers who opt not to use the Green Glove service but wish to dispose of their old TVs in an eco-friendly way can search sony.com/recycle for Waste Management Recycle America drop-off locations.

"Sony is in the forefront of industry recycling efforts by providing consumers another way to conveniently and responsibly dispose of their old electronics," said Mike Fasulo, Sony Electronics' chief marketing officer and head of the company's corporate social responsibility efforts, in a statement. "By giving consumers the opportunity to do the right thing, without even leaving their homes, we are able to make a lasting impact on the state of our environment by responsibly recycling these materials."