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.