UTV World Movies and NBC have joined hands to help cancer patients. Some of Hollywood’s biggest names such as Will Smith, Elizabeth Banks, Kathy Bates, Sir Richard Branson, George Clooney, Michael Chiklis, Michael Douglas, Angelina Jolie and Brad Pitt will come together for a live performance as part of a first of its kind CSR initiative, called ‘Stand up to Cancer’. This performance will be aired on UTV World Movies and NBC.
Elaborating on this initiative, Mansi Sapre, Programming Head, UTV World Movies, said, “NBC has undertaken this ‘Stand up to cancer initiative. They approached to partner the cause and we took it up. UTV is also about social issues and not mindless entertainment.”
The performance will be aired on September 11, 2010 live at 5.30 am, with repeat telecast at 9 pm the same day. The money raised from the event will go to the underprivileged cancer patients. Indo-American Cancer Institute & Research Centre, Indian Cancer Society and Tata Memorial Hospital are the associates on board.
Dr Balakrishna Yeole, Director, Indian Cancer Society said, “It is a very good activity to educate the people on cancer and is the best way to promote this. TV is going to play a very important role, at least in urban areas, to promote cancer awareness.”
Sapre added here, “It is important that movie channels raise awareness about an issue. This is the first initiative we have taken up and we will definitely be looking at more such events.”