MUMBAI: The Rupert Murdoch owned Star Group in association with The Gere Foundation India Trust, Avahan-India Aids Initiative, the Bill & Melinda Gates Foundation and the Kaiser Family Foundation have launched the Heroes Project.

This is a three-year campaign to combat HIV/Aids in India.

Star India/Star Care, which is a division of the Star Group has made a commitment worth $14 million over three years. The funds will be used towards cross platform media placement of HIV/AIDS public service messages (TV and radio), TV and radio entertainment programming and news coverage.

The first television message, featuring Indian cricket star Rahul Dravid, will debut this month. In addition Star will institute its own HIV/Aids employee education curriculum.

Meanwhile in China, China Central Television (CCTV) and MTV China have partnered to raise awareness about the menace of HIV/Aids in China. A new PSA will air on local cable and satellite systems. The campaign is conducted as part of Staying Alive. This is a global youth public education campaign

The announcements were made by the United Nations-supported Global Media Aids Initiative. This is a collective of media companies from around the globe who have committed resources to the fight against Aids.