ITV

Tag: social initiatives

  • CTPAA in the US recognises Nick’s social initiatives

    MUMBAI: Kids brand Nickelodeon in the US has been recognised for its social initiatives. It won eight awards at the Beacon Awards competition which recognises excellence in public affairs throughout the American cable industry.
     
     

    The Beacon awards are sponsored by the Cable Television Public Affairs Association (CTPAA). Nickelodeon’s Let’s Just Play initiative which encourages kids to go and get involved in outdoor activities won four Beacon Awards. It was also a 2005 Golden Beacon Award finalist.

    Nickelodeon Networks public affairs executive VP Marva Smalls says, “It is an honour to be recognised by our colleagues in the industry. They have looked at all of the campaigns from the various networks, and decided to bestow these awards upon our initiatives. We are an entertainment company that believes we have a responsibility that extends beyond entertainment. As part of our mission to connect with our audiences, it has been a part of our DNA to incorporate pro-social campaigns to help empower them.”

    Let’s Just Play is Nickelodeon’s long-term, pro-social commitment to encourage kids to participate in active, healthy, and playful lifestyles. The broadcaster states that the initiative a much needed antidote to reports of the rise in childhood obesity. It also helps the concern about the reduction of physical education in schools and in after-school programmes and the over-scheduled and sedentary lifestyles of kids today.

    In addition to using the power of Nickelodeon’s air, online sites, and celebrity support, the channel devotes significant year-round resources to build a grassroots infrastructure to support physical play opportunities in communities everywhere. In partnership with local cable affiliates, the Boys and Girls Clubs of America and the National PTA, Nickelodeon’s Let’s Just Play provides programmatic support for communities to host their own play activities.

    Another initiative that was recognised was TV Land & Nick at Nite’s Family Table: Share More Than Meals. This was created by the two networks in 2003 and seeks to remind its viewers about the emotional and social benefits that come from taking the time to sit down and share with one another.

    Through a series of promotional spots – which both networks air in regular rotation daily – TV Land and Nick at Nite have committed over $11 million in on-air time over three years to encourage viewers to experience the benefits of dining together. Parents who dine with their kids four times a week or more are more likely to raise kids with better verbal skills, who perform better in school and are less likely to abuse cigarettes, drugs and alcohol during adolescence than families who do not make consistent family dining a priority.

    From the hundreds of entries received in this year’s Beacon Award competition, 76 winners were chosen by cable public affairs professionals in an extensive two-phase judging process.

     

  • Radio City plans social initiatives to celebrate Diwali

    MUMBAI: Although not in a big way, but the entertainment industry channels have started doing their bit for society. Radio also has adopted the do-gooders stance as well.

    For second year in a row the Radio City plans to host ‘Gift a Toy, Spread Some Joy’ campaign in association with non-governmental organization (NGO) Pratham. The radio station plans to make a very special Diwali for the underprivileged kids of Mumbai, Delhi and Lucknow.
     
     
     
    Radio City through the collection centres in Mumbai, Delhi and Lucknow will collect old and new toys for the underprivileged children from October 16 to October 22, says a company release. These toys will be then sent to Pratham, to be distributed to various orphanages and NGOs.

    Last year, Radio City helped distributed over 10, 000 toys to underprivileged kids all over Mumbai.

    Both the television and the radio are predominated by entertainment content, the attempts although far less and far between are a welcome change. While MTV has been championing for Aids cause for about five-six years now, Sony Entertainment’s has recently launched Shiksha campaign, wherein the channel has joined hands with Proctor and Gamble to offers parents a chance to finance the children’s higher education. The channel has also on occasions joined hands with the NGO Child Relief and You (CRY) or the NGO Akanksha. While Kyunkii… Star Plus’ soap had on an occasion weaved in child care in its script, the ads about child education are a constant feature.

    Coming back to Radio City, the FM channel has organised collection points for Mumbai citizens to donate their toys at Akbarallys (Chembur, Fort), Globus (Bandra), Vijay Sales (Mahim, Shivaji Park, Borivali, Sion, Andheri, Goregaon, Opera House, Prabhadevi), Big Bazaar (Lower Parel) and Esselworld.

    Delhiites can donate their toys at Ebony (South Extension, Noida, Rajouri Garden, Faridabad), Clown Town ( Karol Bagh and Rajouri Garden) and Media Toys ( Ansal Plaza, Karol Bagh, Rajouri Gardens, Noida) and Lucknow resident can contribute at Radhey Lal Sweets (Sapru Marg), Cubes (Tej Kumar Plaza Hazrat Ganj), In Fashion (Opp Lekraj Market), Namaskar in Style (Kanpur Road) and Chhappan Bhog (Apna Bazar, Sadar). These toys will be donated to the kids on Diwali day to help brighten their Diwali.

    According to Pratham director Madhav Chavan, “Diwali is a festival of lights and what could be better than associating ourselves with Radio City 91 FM as they are highly committed to this noble cause. This is for the second time Radio City 91 FM and Pratham have come together in distributing toys to the underprivileged kids and bringing smiles to the innocent faces. Diwali is indeed meant to spread joy and this can be done by donating generously”.

    Radio City COO Sumantra Dutta says, “It is our pleasure to make the festival of lights a very special one for the underprivileged children. Last year with help of ‘Pratham’ we collected over 10,000 toys. The toys found their way to orphanages, remand homes and over 473 ‘Balwadis’ in Mumbai that support children who are otherwise likely to be deprived of even basic education.”

    The “Gift A Toy, Spread Some Joy” campaign will be held simultaneously in Delhi and Lucknow.