MTV’s Disaster Playbook Impresses Asia at ABU Meeting

COLOMBO (News 1st); MTV Channel of the Maharaja Media Network, took centre stage at the Annual Asiavision Coordinators’ Meeting of the Asia Broadcasting Union, held in Kuala Lumpur, Malaysia, where it presented its distinguished disaster-response model that supported Sri Lanka during Cyclone Ditwah.

Representing Sri Lanka, Jeffrey Jebadarshan of Shakthi FM detailed how MTV Channel stepped beyond traditional broadcasting to serve as a national lifeline at a moment of crisis. 

His presentation outlined how the network temporarily suspended its regular programming schedule and reoriented its entire operation around the “5Rs”: Reporting, Rescue, Relief, Recovery, and Review — a comprehensive framework designed to deliver verified information, mobilize support, and reduce panic during the disaster.

Jebadarshan emphasized that MTV’s coverage did not stop at information dissemination. The network actively coordinated with a wide spectrum of stakeholders through its hallmark initiative, Gammadda Sahana Yathra, bringing together government authorities, the private sector, civil society, and international partners to deliver swift, on-the-ground assistance to affected communities.

He further highlighted that MTV’s involvement extended well beyond the immediate emergency phase. 

Long-term recovery efforts continue through programmes such as Gammadda Care and Dare, which work closely with communities to rebuild livelihoods, infrastructure, and resilience.

The presentation underscored MTV Channel’s evolving role in national crises — not merely as a broadcaster, but as a committed partner in disaster management, capable of mobilizing public support, coordinating relief, and sustaining recovery efforts long after the headlines fade.