Amrita TV has recently launched a public service initiative called ‘Send an SMS, save a child’. With this, each time viewers send an SMS vote for their favourite contestants in any reality show on the channel, the entire SMS revenue accruing to the channel will be donated for the education, shelter and health care of underprivileged children.
“In an era where audiences are getting skeptical of the efficacy of SMS-based shows on various counts, an initiative of this nature provides a reassurance, as their engagement with the show now becomes a catalyst for transforming lives,” said A Sushil Kumar, Global Head-Marketing and Communications, Amrita TV.
“All reality shows are only beneficial to few winners. We thought we about taking the extra mile and do some good for the underprivileged children. This idea came up when were thinking about converting the public vote into public service. In all reality shows, only a few contestants are benefited,” Kumar further said.
The success of the contestant in all reality shows of Amrita TV is dependent entirely on the public voting through SMS. Currently, there are four reality shows being aired –‘Super Star Global’, ‘Super Dancer Junior’, ‘Best Actor’ and ‘Raga Ratnam Junior’.
Though many FM stations and TV channels make talk claims about undertaking several CSR initiatives, few would have the guts and gumption to go to that extra mile and embark on a fruitful initiative. The big question now is: will the others follow suit?