More cable programmers have announced their hurricane-relief efforts, including concerts, employee gift matching and on-air pleas for public donations.
Black Entertainment Television plans a telethon Sept. 9 during primetime, and services including A&E Television Networks, ESPN, National Geographic Channel, Lifetime Television, MTV Networks and The Outdoor Channel are running public-service announcements or on-screen crawls during regularly scheduled programming, soliciting donations to the American Red Cross.
Oxygen has launched a "viral marketing" tool, in which the network will donate $1 to the patients of New Orleans Children's Hospital for every viewer who registers for the campaign. The donation is capped $10,000.
Companies such as Hallmark Channel are making donations on behalf of workers.
Inspiration Networks has partnered with Convoy of Hope of Springfield, Mo., to fill trucks with ice, water and food. The first three trucks arrived in Louisiana and Mississippi this past weekend, and 22 more are scheduled this week. Online donations (www.insptoday.com) can help to raise the $6,000 needed to fill each truck.
Cable News Network has created a “Victims and Relief” desk to help victims reconnect with friends and family members. Location crews are letting stranded family members make videos in an effort to create reunions.
Cable operators are creating new campaigns, too. For instance, US Cable is considering waiving installation charges in favor of consumer donations to the American Red Cross. And suppliers, such as Motorola Inc., are providing emergency telecommunications trailers to restore regional communications.