Hoping to prevent the famed view of the Hollywood sign from being spoiled by development, a California group set out this week to raise $5 million to buy a nearby hilltop peak once owned by billionaire Howard Hughes.

The San Francisco-based Trust for Public Land is seeking to purchase the 555-meter ridge, called Cahuenga Peak, from a group of Chicago investors who acquired it from Hughes' estate in 2002 with plans to build luxury homes there.

City officials and residents have worried since then of cluttering the postcard-perfect view of the landmark sign in the Hollywood Hills.

To launch the fund-raising drive, the land conservation group received permission to superimpose over the Hollywood sign giant letters that spell out the message "Save the Peak" - to be fully in place from today through next Tuesday.

"This is as an iconic a view as you'll see anywhere in the country," said Sam Hodder, California state director of the land trust. "People fly from all over the world to come to Hollywood and see this sign. And if there were houses put up on this hill, the Hollywood sign would never be the same."

The Hollywood sign on Mount Lee originally read "Hollywoodland" and was created to promote a housing development in 1923. The last few letters deteriorated in the late 1940s and the part that remained was restored in 1978.

Lesser-known Cahuenga Peak has its own storied history. It was purchased by Hughes, the reclusive aviation mogul turned filmmaker, as a love nest for actress Ginger Rogers in 1940, but their relationship ended and the house was never built.

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About the broadcaster:

Renee Haines is an editor and broadcaster at China Daily. Renee has more than 15 years of experience as a newspaper editor, radio station anchor and news director, news-wire service reporter and bureau chief, magazine writer, book editor and website consultant. She came to China from the United States.