By IANS
Thiruvananthapuram : A Malayalam channel, Amrita TV, has launched a new initiative by deciding to donate the entire revenue earned through SMS voting for the education, shelter, and health care of underprivileged children, said the company in a statement issued here Thursday.
The channel, owned by the spiritual leader Ma Amritanandmayi, claims this is the first time in the Indian television industry that “public voting will become an act of public service”.
Currently the channel has four reality shows where the success of the contestant is dependent entirely on public voting through SMS votes.
To showcase the campaign, the channel has produced a public service announcement film by National Award winning film director, Shyamaprasad.