NDTV is launching the first ever Environment Telethon in India in collaboration with Toyota in May 2008. A nationwide campaign, ‘Open up Tomorrow, today’, would confront the dangers of climate change and global warming. The campaign aims to take the simple and persuasive message to citizens across the country.
The campaign would involve year-long programming dedicated to promote environmental awareness and road safety. The highlight of the campaign would be a 24-hour Telethon, which would be aired across all NDTV channels. Leading environmental scientist Dr RK Pachauri is also wholeheartedly supporting the cause.
As part of the campaign a reality show would be held to search for Indian environmentalists. There would also be environmental awards for individuals as well as companies, NGOs, factories, retail outlets and even state governments for their environment related works. Environmental film shows and green fashion shows would also be held to promote the cause.
Raj Nayak, CEO, NDTV Media, said that the campaign would not be restricted to NDTV alone and different print and radio partners would also be roped in.
NDTV has developed interactive programmes, wherein viewers can participate by voting, contributing financially, and also suggest ways to improve the environment.
Speaking on the occasion, Dr Prannoy Roy, Chairman, NDTV Ltd, said, “India’s environment is in danger because of the indiscriminate pollution and reckless degradation of natural resources. Collective action is the call of the hour. It is for the Government, the industry, the media and the public to come together and effect a change. We believe that at NDTV it is our responsibility to not only initiate a public movement, but also ensure that it gains in momentum across the nation. Our environment initiative, ‘Open up Tomorrow, Today’, will leverage greatly from our partner Toyota.”
Hiroshi Nakagawa, President, Toyota Kirloskar Motors, said, “The growth of India, both as a nation and as a society, means a lot to Toyota. Our highest priority has always been to contribute to the achievement of a sustainable and green environment for our future generations. Toyota is glad to support NDTV’s campaign to protect the environment and improving road safety.”