Amid all the coverage of the Tsunami and its consequences, viewers around the world have been moved by the images of devastation, loss and displacement. Many thousands have been sufficiently moved to subsequently make phone or postal donations, or simply put money in the collecting box at the shopping mall.
We’ve also read a good deal of how the web has come into its own as a means of soliciting and receiving donations for the various charities seeking to address the consequences of the disaster, but in the UK there is a great example of how TV - as surely the most powerfully emotive medium - is prompting people to donate as they see the reports using their remote controls. The Community Channel is available on satellite, cable and digital terrestrial platforms and is enabling charities to take donations off the back of coverage of the effects of the Tsunami and reports of how money is being spent.
So far around $2m has been given by people who don’t even have to get out of their arm chairs. Good to see that interactive TV has something more than advertising and reality shows to add to its growing list of case studies. No doubt The Community Channel will be up for a number of media and fundraising awards later this year - and why not?
Watch out for this as part of TV fundraisers in the future.