Throughout the 20th century, when potheads puffed, America’s middle class huffed. Into the 2000s, consuming marijuana was a furtive activity, fraught with risks – for instance, prison time.
Yet today, the online Durango TV station 4CornersTV is launching “Green Light” – a weekly show dedicated to exploring the local cannabis industry.
Hosted by Erin White Sinberg, Green Light’s producers are betting that since Colorado legalized marijuana in 2012, residents – and audiences – have gotten more enlightened about lighting up.
“We don’t want to offend anyone,” said Sarah Healy, Green Light’s producer. “But we’re in the middle of a revolution. There’s so much change, it’s difficult to comprehend what’s happening in the cannabis industry.”
Local marijuana merchants say it’s high time for a blunt look at Durango’s burgeoning network of growers and retailers.
“Given all the news from across the state and the country, marijuana should be on the cover of Time magazine as the thing of the year. That, or Ebola,” said Jonny Radding, a partner with Durango Organics.
Radding said, “in Durango, the industry is exploding, but it’s still in its infancy.”
Healy acknowledged that even a few years ago, the possibility of a television show entirely focused on pot commerce and connoisseurship – far from hazy – would have been unthinkable.
“It was too risqué. Just the idea of cannabis was racy, and taboo,” said Healy. “We want to portray the industry in the correct way. We know some people inevitably still don’t agree with the industry. But things have changed.”
Healy said “Green Light” spotlights “the people behind the operation: We’ve found that they’re competent entrepreneurs, who look at cannabis as a science – and frankly – as a work of art.”
Radding said he hopes “Green Light” will blaze new ground, particularly in its depiction of cannabis production.
“Hopefully this will help change people’s perspective of the industry – of how it’s run, operated, and its professionalism,” he said.
Healy said while “Green Light” is consciously trying to weed out old stereotypes – Cheech and Chong, be gone! – she doesn’t want formality to harsh the reefer gladness.
“The idea of the show poses an inherent challenge,” she said. “How do we make it fun, and entertaining, without using jargon that reinforces negative notions about marijuana?”
There’s another, more practical problem, Healy said.
On 4CTV’s “All Things Beer,” hosts constantly sampled guest brewers’ beers, offering a running commentary on which ale tasted hoppy or vaguely reminiscent of Belgium in between deep sips.
For legal reasons, “Green Light” host Sinberg won’t be able to partake in locally grown dope – meaning when growers make bold claims about the relative prominence of sativa and indica in whatever blend they peddle, viewers will have to take them at their word.
“It poses challenges,” said Healy. “But we can’t have a high host.”
cmcallister@durangoherald.com
To watch
Visit 4CornersTV.com to watch “Green Light,” a show about the local cannabis industry.
