(IN): NDTV launches nationwide environment campaign

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*NDTV launches nationwide environment campaign*

*Indiantelevision.com Team*

(25 April 2008 6:30 pm)

 

 

NEW DELHI: NDTV has launched its nationwide environment campaign " Open up

Tomorrow, Today " to confront the dangers of climate change and global

warming.

 

This year-long campaign, which commences in May, is in partnership with

Toyota. The campaign will involve programming that will be skewed towards

promoting environmental awareness and road safety.

 

The highlight of the campaign will be a 24-hour Live Telethon, which will be

conducted in November this year and will be aired across all NDTV channels.

 

NDTV has also developed some interactive programmes wherein viewers can

participate by voting, contributing financially and giving ideas to improve

the environment.

 

" India's environment is in danger because of the indiscriminate pollution

and reckless degradation of natural resources. Collective action is required

from the government, the industry, the media and the public to effect a

change, " said NDTV chairman Dr Prannoy Roy.

 

Union minister for science and technology Kapil Sibal said, " I am delighted

to see NDTV and Toyota come together in the cause of protecting our

environment. Initiatives like these, along with the action of the government

and the industry will make the much required difference. "

 

" This campaign is significant as it will reach out to citizens and drive

change in everyday living. However small, individual action will make the

difference towards protecting our planet. To save this planet the change has

to be at the level of the individual, " Sibal added.

 

NDTV will spread the awareness through all media platforms by tying up with

newspapers, radio and the internet. They seek to encourage viewers to live

an environmentally friendly life and educate people as to how they can build

a greener tomorrow.

 

" At Toyota, our highest priority has always been to contribute to the

achievement of a sustainable and green environment for our future

generations and we are glad to partner NDTV in this initiative, " said Toyota

Kirloskar Motors president Hiroshi Nakagawa.

 

Toyota will have a donation box in its retail outlets and the money

collected will be added to NDTV's pool. It will later be decided, by a panel

of experts, how and among whom the money generated should be distributed.

 

Nobel Laureate and member of the initiative, Dr. RK Pachauri said, " Meeting

the threat of climate change requires unprecedented public awareness. NDTV

and Toyota have laid the foundation for action that must be mounted by human

society collectively to meet this growing challenge. "

 

" This initiative, I believe, will help many individuals in the country gain

an insight into the magnitude of this issue, " Pachauri added.

 

NDTV will also present various awards during this campaign including

categories such as Most Environment Friendly State, NGO and so forth.

 

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