Save the earth, be the agent of change.

Role of Media to Save the Environment

Page1 INTRODUCTION Our Environment refers to our surroundings in which the humans interact with each other at any given point of time and space. The last century had an uncontrollable increase in population bringing the burden on natural resources. The earth is polluted due to excessive farming, use of chemicals and pesticides. Water resources too are badly polluted, emission of toxic fumes from industry and vehicles has deprived us of clean air. Thus we are facing the challenges to save mother earth from modern machines. At this time, the role of media becomes very important and worthwhile. Major environmental issues in India are forest and agricultural degradation of land, resource depletion (water, mineral, forest, sand, rocks etc.), environmental degradation, public health, loss of biodiversity, loss of balance in ecosystems, livelihood security for the poor.

Page 2 Role of Media Media of India consist of several different types of communications media: television, radio, cinema, newspapers, magazines, and Internet-based Web sites.

Media plays a crucial role in shaping a healthy democracy in India. Media makes us aware of various social, political and economical activities happening around the world. in saving the environment, media plays the role of

1. Media brings in the debates and discussions on current environmental issues and tries to suggest alternatives to people, government and related bodies. 2. Environment awareness is one of the important issues which media presents consciously and effectively among people and thus creates true interest to know more about the environmental issues and its impact. Page 3 Example Role of Media in saving Enviornment 1.The Times of India and the Economic Times go Green to commemorate 'World Environment Day' The Times of India and Economic Times was published on 100% green recycled paper on June 5th 2011 to celebrate World Environment Day. The 'Green Papers' published a special editorials and features around environment, including guest editorials by award-winning environment champions from across India. This green edition coincided with the launch of Garnier and The Times of India 'Take Care Take Charge' (TCTC) initiative pioneered last year to award green ideas. The objective of TCTC campaign is to fill a sense of responsibility amongst the youth of the country towards a greener environment. The green ideas were on environmental issues under five categories: Water Conservation & Management; Energy Generation & Conservation; Creating Green Spaces; Transport Management & Pollution and Waste Management. The six short listed ideas will be published in the Times of India.

Page 4 Example Role of Media in saving Enviornment 2. NDTV-Toyota Greenathon

The NDTV-Toyota Green campaign was Indias first campaign in India to save the environment. The campaign is aimed at creating awareness about environmental issues by involving the people of our country to make a difference in the efforts of saving the environment. As part of this environment campaign, NDTV popular TV Channel network ,organized Indias first Telethon in 2009 THE GREENATHON, a event that brings people together to donate

money to support lighting a Billion Lives which aims at providing solar power to villages without electricity. In Year 1, they raised funds to light up 56 villages and in Greenathon 2, the event resulted in 115 villages being provided with solar power. The Greenathon is a 24 hour live telethon for the environment which was telecasted across the NDTV network. It is a combination of musical concert, live chats with celebrities, simultaneous green activities across India, reports on environment and green pledges by celebrities, politicians and the common man.

3. NDTV SAVE TIGER CAMPAIGN

In 2008, NDTV launched a signature campaign asking for urgent action to be taken to save our national animal -Tiger. In 2010, NDTV decided it's time to demand changes in the way we manage and police our tiger forests. So they restarted the campaign to Save Our Tigers. NDTV's campaign to save our tigers ignited people across the country. There were marches, cycle rallies and signature campaigns demanding that the government act before it's too late. NDTV took the list of demands to the leaders of states in India with tiger populations as they have the power to fulfill many of the steps that need to be taken.

4. NaiDunia celebrates 64 th Anniversary environment friendly initiative

Coinciding with the World Environment Day, NaiDunia has been celebrating its Anniversary with an environmental theme every year. In past, NaiDunia has accomplished extremely impactful and successful thematic campaigns. While Tham Lo Paani propagated Water Conservation and installation of Rain Water Harvesting systems, Tham Lo Hariyali focused on plantation and distribution of free saplings across seven units in Madhya Pradesh, Chattiesgadh and Delhi-NCR. This year on completion of 64 year of publication, NaiDunia appeals people Apne Haathon mein Tham Lo Hariyali (Go Green, say No to Polythene). With this theme, NaiDunia promoted usage of eco-friendly paper bags instead of polythene bags. 5 lacs bags are being made which shall be distributed to shoppers through various retails outlets, road side vendors, public transport, hangouts and malls in Indore, Bhopal, Gwalior, Jabalpur, Raipur and Bilaspur from 5th June for 10 days. Naidunia has been able to move several NGOs, social organizations and Municipal Corporations to take our initiatives further. As an environmental commitment, generally Naidunia tries to use as much recycled newsprint as possible in daily printing. And for the bags they decided to use thier own newsprint waste. Various sponsors and Govt. Institutions have also come forward to support this initiative.

5. AVON BIG GREENATHON

Private radio FM network 92.7 BIG FM and AVON Cycles the leading cycle manufacturer of the country organized the Greenathon in December 2010 which engaged the citizens of India to one unique pledge to cycle to work at least once in a week. The Radio Station BIG FM has organized AVON BIG Greenathon for all its 45 stations throughout the country.

At Kolkata, RJ Koushik will lead the AVON BIG Greenathon along with prominent personalities of the city. The RJs motivated the listeners to support the cause by sending support messages and by adopting the habit of cycling. The activity is special in many ways, it targets to involve the people of the city in the activity that tries to help preserve the environment. As we know cycling is the best way to exercise and to go places without polluting the environment.

6.(Social Media)goes Green

The social networking giant Facebook unveiled Green on Facebook, a site geared toward sharing environmentally-friendly living tips and green content. The company has also has joined the Digital Energy Solutions Campaign, a group that works on public policy and setting standards for energy efficiency. In a way, the move marks Facebooks position as a top, global company its certainly trendy, if not mandatory, for all large, big-name companies to sign onto green initiatives.