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Disney/ABC Television Group Issues A Call To Action To Help Those Impacted By Hurricane Sandy -- Dedicates Monday As A “Day Of Giving” Across News, Daytime, Syndication, Primetime And Late Night

“Katie,” which designated the entire hour on Wednesday, October 31 to Hurricane Sandy, will take up the mantle of the “Day of Giving” and engage her viewers in these relief efforts as well.

The ABC Owned Stations and local ABC affiliates will integrate “Day of Giving” messaging into their local news throughout the day, calling on their local communities to help those impacted by the storm.

“World News with Diane Sawyer” will participate with messaging around “Day of Giving” and the continuing impact of the storm.

“Dancing With The Stars” is planning to personalize sections of the live show Monday night with “Day of Giving” messaging.

“Nightline” will devote time to the “Day of Giving” and the impact of Hurricane Sandy, and “Jimmy Kimmel Live,” which has been airing from Brooklyn all this week and encouraging viewers to give to the Red Cross to help rebuild that impacted areas, will end the “Day of Giving” on Monday with special messaging and calls to action for his viewers.

This unprecedented response joins The Walt Disney Company’s existing relief and rebuilding efforts, which include the recently announced $2 million cash commitment to those severely impacted by Hurricane Sandy. One million dollars will be donated to the American Red Cross for immediate, critical assistance, and another $1 million will be designated for organizations working on rebuilding efforts. In addition, employee eligible donations to organizations involved in disaster relief will be matched, dollar for dollar, by Disney Employee Matching Gifts: A Program of The Walt Disney Company Foundation.

ESPN will be running public service announcements to engage their viewers in Hurricane Sandy relief efforts throughout its programming, including coverage of The New York City Marathon and Monday Night Football.

And Disney/ABC Television Group has already developed and implemented a deep portfolio of assets to generate awareness and support for the victims of Hurricane Sandy which have been shared across all of the DATG platforms. American Red Cross PSAs have been running on ABC owned stations and affiliates throughout the country since Tuesday. From “Jimmy Kimmel Live” to “The View,” “The Chew,” “Good Morning America” and “Katie,” calls to action  have been incorporated into programming, letting millions of viewers know how they can help. In addition, American Red Cross online banner ads have been on abc.com and abcnews.com; Disney Channel and Disney Radio are running audience-appropriate American Red Cross PSAs; and tonight, the Country Music Awards will open with a dedication to those affected by Hurricane Sandy, and will include information on how our ABC audience can contribute.

Copyright Business Wire 2010
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