NDTV Launches First Ever Environment Telethon in India in Collaboration with Toyota

New Delhi, Delhi, India

Wake up everybody and do something about it today! The threat to our environment is real. Unless we take affirmative action beginning now, we will lose our tomorrow. NDTV's nationwide environment campaign- 'Open up Tomorrow, Today', in partnership with Toyota is aimed at reaching out this simple and persuasive message to citizens across the country. This three year-long initiative puts the spotlight on environmental concerns that threaten the future of the earth and encourages the public to make important lifestyle changes to move towards a greener tomorrow.

The campaign, which commences May 2008, will involve year-long programming dedicated to promote environmental awareness and road safety. The highlight of the campaign will be a 24-hour Telethon, which will be aired across all NDTV channels.

This is the first time that two industry leaders have come together on one platform to express a national concern through a common voice. Lending support to the campaign is Dr. RK Pachauri, India's leading environmental scientist.

'Open up Tomorrow, Today', sets out to garner public support and voice. Keeping this aim in mind, NDTV has developed interactive programmes wherein viewers can participate by voting, contributing financially and giving ideas 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 as 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."

He further added, "We sincerely thank Dr. RK Pachauri for his to support this initiative. He has been at the forefront of global efforts to combat climate change and has inspired the world with his dedication and commitment to a healthier ecology."

Mr. Hiroshi Nakagawa, Managing Director, Toyota Kirloskar Motors added, "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 of protecting the environment and improving road safety."

Describing the pernicious impact of climate change on humanity, Dr. RK Pachauri, Nobel Laureate, Peace Prize 2007 and member of the initiative, Director General TERI and Chairman IPCC, said, "Meeting the threat of climate change requires unprecedented public awareness. We must all understand the nature of the challenge and the means that society must adopt to deal with the impact of climate change and reduction of emissions of greenhouse gases, which have caused the problem. NDTV's efforts to inform the public would lay the foundations of action that must be mounted by human society collectively to meet this growing challenge, which several world leaders have acknowledged as the greatest problem that the human race faces today."

He further added, "If we are not careful, the threat of a rapidly degrading environment will become a national and social cause. The participation of industry leaders such as NDTV and Toyota at this juncture will help many individuals in the country gain insight into the magnitude of this issue."

Mr Kapil Sibbal, Hon'ble Minister, Science and Technology said, "I am delighted to see NDTV and Toyota come together to take up this challenge of spreading awareness for protecting our environment. It is initiatives like this along with the action of the government and the industry which 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, we can't change the planet but we can change ourselves and act responsibly."

About NDTV

NDTV Ltd, founded in 1988, is India's largest news and infotainment network. It is home to the country's best and brightest reporters, anchors, camerapersons and producers; 23 offices and studios across the country host India's most modern and sophisticated production, newsgathering and archiving facilities. NDTV has an unmatched track record of successfully launching three news channels in India and two abroad: NDTV 24x7 is a clear leader in the English news segment, NDTV Profit, a 24-hour business plus channel, is India's number one business news channel, and NDTV India is amongst the country's leading Hindi news channels. It is credited with pioneering several broadcasting and programming initiatives in Indian television and has expanded into one of the nation's biggest broadcasting houses by growing beyond news broadcasting and venturing into non news verticals.

NDTV Networks, a 100% subsidiary of NDTV was incorporated to seize opportunities in areas 'beyond news'- entertainment, lifestyle, media technology and outsourcing. NDTV Good Times is the leading channel in the lifestyle space while NDTV MetroNation is fast emerging as one of the most watched city specific channels. NDTV Astro Awani in Indonesia became the leading news channel within three months of its launch. As an organization, NDTV is committed to one cause: to use its extensive expertise, technology and reach to create unparalleled coverage of the latest in domestic and international news, sports and entertainment for viewers at home and around the world. For more information visit www.ndtv.com.

Source: NDTV and Toyota (Business Wire India)

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