When we got in touch with Sudhir Chaudhry, editor of Zee News, he explained that the event was organised by Zee and Wizcraft. All the decisions were made in Mumbai and the Zee headquarters. In an official statement (of which Newslaundry has a copy), Zee TV’s business head, Pradeep Hejmadi said that all the comments by celebrities were edited to fit the 3 minute time slot given to each of them. Only portions of their comments that were relevant to the initiative were retained for the 4 hour telecast. So, only bits that contained information about the initiative and what people can do to help flood victims were kept.