An idea rejected by the Academy of Television Arts and Sciences may have the Fox network seeing red.

According to TV Week online, the Academy has said no to the network's proposal to roll out an eco-friendly green carpet at the Primetime Emmy Awards ceremony next month instead of the traditional red pathway.

The green carpet was part of an unannounced strategy by the network for the show, which was also to include the use of hybrid vehicles and recycled materials, TV Week said.

However, according to the site, the Television Academy considers the red carpet part of its brand and nixed the idea.

A production insider told TV Week that trying to convince the organization of agreeing on a new idea is like "moving mountains."

"They are 'so bound 'by this is how it's always done,'" the insider told TV Week.

The Emmys will be handed out in Los Angeles on Sept. 16.