Joan Prowse sees green in webisodes. Lots of it.

Her cross platform series Green Heroes from indie producer CineFocus Canada aims not only to turn 24 two-to-three minute webisodes into six half-hour episodes for TVO, but save the planet one story at a time.

“There’s a huge TV audience that are environmentally-attentive, but beyond riding their bike or using the blue box, they aren’t yet involved deeply,” she explains.

“If they can see their heroes in our webisodes, maybe they can get more involved,” Prowse added about her web/TV crossover project.

The result is GreenHeroes.tv, an internet channel that features webisodes that portray celebrities inspired to help tackle the global environment crisis.

The webisodes include the Tragically Hip’s Gord Downie battling against a cement company to preserve water quality in Ontario, chimpanzee protector Jane Goodall encouraging young people to protect their own environment, and NHL player Andrew Ference urging teammates to offset carbon emissions they create.

Themed TV episodes, in turn, portrays the trials of the eco-friendly celebrities reaching an epiphany about saving the world’s environment, and telling the audience about that heroic journey.

“We’re tapping into people that already have a following,” Prowse adds.

Sun TV picked up the second window for the Green Heroes TV episodes.

With its green cross-platform project, CineFocus is stepping into a web/TV video production field already dominated by Vuguru/Rogers Media and Electric Farm/Breakthrough Films & Television.

What distinguishes the Green Heroes cross-platform property, Prowse insists, is the use of doc-like webisodes to entice viewers, rather than glitzy serial dramas or animation.

A dedicated Green Heroes website also stands out by using social networking and a contest to motivate and reward viewers of the Canadian-made video.

To that end, Prowse licensed Media Factory software from FileMobile to manage user-generated content across a range of campaigns and sites.

Besides the web, the Green Heroes campaign also exploits the iPhone and iPad platforms.

The multimedia project was born at the Banff New Media Institute in 2007, and received funding from the Bell Fund, CIFVF, TVO and Sun TV.

Prowse and her CineFocus team will be at MIPCOM to shop the Green Heroes property as a format for licensing into the U.S. and other foreign markets.

“Every country has their own heroes, and because of the web you can share those stories,” Prowse says.