MUMBAI: Thousands of people lost their lives and the rest lost everything else. The catastrophic calamity that has hit the northern Indian state of Uttarakhand and left the once beautiful valley in ruins is mind numbing. While our television news channels did their best to capture the extent of the destruction there, bringing out heart-melting stories of death and survival, the rest of the media industry is trying to help in rescue efforts through NGOs.

Leading general entertainment channels (GECs) Star Plus and Colors announced their unprecedented support to the welfare of thousands of victims of this terrible tragedy.

Both Star and Colors have shot exclusive promos with all their lead actors, promoting the cause and asking viewers to send in their donations.

The TV stars who have a huge connect with their audience are extolling viewers to help the flood victims by sending their contributions in the form of cheques to the NGO called Goonj or towards Prime Minister?s National Relief Fund. The promos are aired at the end of each show and it is good to see television favourites persuading viewers to help those in need.

Colors CEO Raj Nayak says, "As a channel we have always supported social issues and extended a helping hand towards various causes.

The Uttarakhand tragedy requires an all out fund- raising campaign and thus we?re getting all the favourite characters of our shows to make a plea to act now. This is our time to offer our reach for a cause. Hence, setting our programming priorities aside, we?re urging people to contribute generously to the Prime Minister?s relief fund or to the NGO, Goonj. In our own small way we hope to contribute to the rehabilitation process."

The channel has shot eight different promos with lead actors of shows including Balika Vadhu, Madhubala-Ek Ishq Ek Junoon and Uttran. Nayak further adds, "The campaign started on Wednesday and will run across all our shows till this Sunday. We expect to reach each and every viewer of Colors over this period."
Star has launched the campaign in multiple languages across the Star India Network

While Colors has shot a promo with Madhuri Dixit, Karan Johar and Remo D?souza, the judges of celebrity dance reality show Jhalak Dikhhlaa Jaaand was the first among the GECs to start this initiative, Star has also launched its promos across all channels of Star India Network in multiple languages with lead actors from shows including Yeh Rishta Kya Kehlata Hai, Pyaar Ka Dard? and Life OK?s Do Dil Ek Jaan and Savdhaan.Star India will leverage its reach in India and abroad to gather support for Uttarakhand victims, says Uday Shankar

To add to that, Star India also has tickers running across all its channels promoting the cause. "We will leverage our reach in India and abroad to gather support for the victims of this tragedy. Star India will partner with Goonj, an NGO, to play a meaningful role in marshalling support for the victims. Leading actors from our shows will urge people to make donations towards the rehabilitation efforts," says Star India CEO Uday Shankar.

The aim is to create as much awareness as possible for the cause and to promote the NGO Goonj along with PM relief fund so that maximum help reaches the flood victims.

The disaster has shaken us all and reminded us of our frailty against the might of mother nature. It is time to put our efforts together and fight this catastrophe. The channels have indeed shown a commendable initiative and the response has been positive.

Nayak informs, "Our call for action directs viewers to send their donations directly to Goonj and to the Prime Minister?s Relief fund. We believe that ?giving? should come from within and all we, as a channel, are doing is sensitising the people of the gravity of the situation on ground. The initial response has been very encouraging and we hope that with our efforts more and more people will join the nations cause."

indiantelevision.com also pledges its support to the welfare measures and invites its readers to help the cause in any way they can.