Together with Northwest utilities, NEEA, in collaboration with California-based PG&E and Sacramento Municipal Utility District, is preparing to launch a regional upstream Home Electronics Initiative shortly to address the growing consumer electronics usage in the Northwest.

According to preliminary residential forecasts by the Northwest Power and Conservation Council for the 6th Power Plan, the electricity consumption by residential customers in the Northwest is expected to grow from 8,000 to 10,000 aMW by 2020. This increase in electricity use is the same amount of electricity used to power 145,000 homes for a year.

Under the banner of NEEA, eleven Northwest utilities, in addition to the Bonneville Power Administration on behalf of 130 utilities, are participating in this pilot initiative to address this energy efficiency opportunity. The focus of the initiative in 2009 will be to provide incentives directly to retailers to carry and promote flat screen TVs that are 30% more energy efficient than ENERGY STAR standards. NEEA will also work to achieve savings in 2009 and establish a baseline in the Northwest for market share and cost effectiveness. The initiative will also allow the combined strength of Northwest and California utilities to positively influence energy efficiency levels with manufacturers on the next generation of televisions they design and deliver to retail.

According to Stephanie Fleming, NEEA’s senior manager of the residential sector, the pilot presents a unique opportunity for Northwest utilities to affect market transformation, much like they did with compact fluorescent lights over a decade ago.

“California and Northwest utilities are taking incredible initiative to unite in their efforts to provide solutions for their customers on how to reduce their energy consumptions with consumer electronics,” Fleming said. “By working together we will be able to achieve greater and more wide-spread market transformation.”