Make a Difference ! How Idol Gives Back Raised USD 45 Million on One Evening
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29 April 2010 week 17 Make a difference ! How Idol Gives Back raised USD 45 million on one evening + EUR 9 MILLION Netherlands France Bert Habets on steering M6 introduces voting RTL Nederland via TV-set Germany United Kingdom / Denmark IP Deutschland cartographs FremantleMedia acquires German living rooms Blu week 17 the RTL Group intranet 29 April 2010 week 17 Cover: Elton John and Queen Latifah during the Idol Gives Back show Make a difference ! How Idol Gives Back raised USD 45 million 2 on one evening + EUR 9 MILLION Netherlands France Bert Habets on steering M6 introduces voting RTL Nederland via TV-set Germany United Kingdom / Denmark IP Deutschland cartographs FremantleMedia acquires German living rooms Blu week 17 the RTL Group intranet Entertainment, competition, charity After a year-long absence, Idol Gives Back returned to screens last week and raised USD 45 million. In Backstage, Cecile Frot-Coutaz explains the concept and planning behind the event, as well as convincing the stars − and even the US President. Elton John performing Your Song during the Idol Gives Back show United States - 29 April 2010 “I am giving back. Are you?” − That was the give makes a difference for those in need,” message sent out by countless celebrities to Michelle Obama said. President Barack Obama promote one of the biggest charity events in the added: “We want to thank American Idol for the US. After a one-year absence, Idol Gives Back example they’re setting and encourage every- once again rose into action to collect donations one watching to make a contribution!“ to help people in need on 21 April. Like in the first year, the charity event was broadcast as part of This year, Idol Gives Back was broadcast live an American Idol results show. from two venues, the American Idol stage and The Pasadena Civic Auditorium where Queen “We did the first instalment three years ago and Latifah emceed the evening. “I think a second the second one two years ago and we did them venue helps us in terms of all the performers,” in two different ways. The first time we did an Cecile Frot-Coutaz states. “It helps cope with extended results show, which is what we did the set-up times, especially if somebody has a this year. The second time, we did a separate big band or a choir or other big requirements episode. But we found that it worked better for in the set-up.” Organising such a big event is us to do an extended results show and to make no small feat – especially when broadcasting it more organic to American Idol than to make it a from two venues at the same time. “It’s a huge separate show. It’s a blend of entertainment and undertaking, especially when at the same time actual Idol competition,” explains Cecile Frot- you’re doing the main television show,” Cecile Coutaz, CEO of FremantleMedia North America Frot-Coutaz says. “We started discussing this and Executive Producer of American Idol. last summer, started talking about what time of the season we would do it, the charities, the The show opened with a message from Presi- principles of it. And then the preparation process dent Barack Obama and First Lady Michelle really heats up in autumn.” Obama at the White House. “Every Dollar you Cecile Frot-Coutaz, Idol judge Randy Jackson, Ellen DeGeneres and Kara DioGuardi, Fox President of Alternative Programming Mike Darnell, Fox Networks Group Chairman Peter Rice, Idol judge Simon Cowell and American Idol Creator Simon Fuller (from left to right) 3 week 17 the RTL Group intranet Some of music’s biggest stars, including Sir Elton John, Alicia Keys, Carrie Underwood, The Black Eyed Peas, Annie Lennox, Jeff Beck & Joss Stone and Mary J. Blige & the All-Star Band, performed on Wednesday’s show. “Idol Gives Back is one of the events that most peo- ple are actually honoured to be part of,” Cecile Frot-Coutaz says happily. “Elton John has been incredibly gracious about taking part, which is really exciting for us.” Apart from performances, Idol Gives Back features appeal films starring former idols, cast members and celebrities who have gone to Africa or poor parts of the US. “The films are incredibly powerful,” Cecile Frot-Coutaz says. “And they really build awareness for some of these causes. Until you actually see the celebrities going to these places, you don’t always realize what sort of poverty is out there, right here in the US.” Before the curtain closed on Idol Gives Back, American Idol judge Simon Cowell announced the sum donated during the broadcast alone: USD 15 million. By the end of the week, Idol Gives Back had raised almost USD 45 million. In Fergie of the Black Eyed Peas on stage such a tough economy, this is a huge sum – es- pecially in view of the fact that the financial crisis is not over yet. Donations will continue to be Idol Gives Back is the brainchild of American accepted via the Internet at AmericanIdol.com Idol creator and Executive Producer Simon and by telephone. “Once again, I am over over- Fuller. The organisation began as a whelmed by the generosity of the American Idol meaningful way for those behind American Idol to give back in a significant way to children’s viewers, our sponsors and our special benefac- causes throughout the world. Idol Gives Back tors. I am so thankful to all of the celebrity guests was successfully launched as a charity and performers who appeared Wednesday night event in 2007, and has since grown into to support Idol Gives Back,” said Simon Fuller, a foundation composed of 19 Entertainment creator of American Idol. Still to be added to the Ltd., Fox Broadcasting Company and FremantleMedia North America. So far, extraordinary total, the iTunes Store will donate Idol Gives Back has raised more net proceeds from sales of the Top 7 finalist per- than USD 185 million for charity. formances to Idol Gives Back. In addition, select guest performances from Wednesday’s charity show will also be featured in the iTunes Store. Given the current economic situation, this year’s charities will focus more on US projects, as Frot- Coutaz explains. “Historically, we’ve sent 50 per cent to Africa and 50 per cent to domestic charities. This year, donations are a bit more weighted toward domestic causes because we feel it is an American show. It has been a very, very tough couple of years in this country and that it’s only fair that we focus on US causes as well as some big international causes. So that’s the overall premise.” “We will absolutely do this again, but I can’t say that it will be in two years,” she added, looking ahead. “It’s one of those things that we have yet to decide. We don’t have a big strategic plan in terms of doing this, say, every two years.” US president Barack Obama and the First Lady Michelle Obama thanked everyone donating 4 week 17 the RTL Group intranet The Children’s Health Fund www.childrenshealthfund.org Founded in 1987 by singer/songwriter Paul Si- mon and pediatrician/advocate Irwin Redlener, MD, Children’s Health Fund (CHF) is a provider of mobile-based paediatric health care for home- less and low-income children and their families. CHF’s mission is to bring health care directly to those in need through the development and support of innovative medical programmes, re- sponse to public health crises, and the promo- tion of guaranteed access to health care for all children. Last year’s winner David Cook visited Ethiopia to support Feeding America the United Nations programme “Biruh Tesfa” www.feedingamerica.org Feeding America provides low-income individu- als and families with the fuel to survive let alone thrive. As hunger-relief charity, its network mem- bers supply food to more than 37 million Ameri- cans each year, including 14 million children and 3 million seniors. Malaria No More www.malarianomore.org Malaria No More is determined to end malaria deaths in Africa. Every 30 seconds, a child in Africa dies of this preventable and treatable dis- ease, while a simple mosquito net can save lives. Through the support of Idol Gives Back, Malaria No More has helped millions of families in Afri- Morgan Freeman and ... ca protect themselves from malaria in Uganda, Zambia, Angola, Madagascar, Mali, Nigeria and the Democratic Republic of the Congo. Save the Children www.savethechildren.org Save the Children is an independent organiza- tion creating real and lasting change for chil- dren in need in the United States and around the world. Save the Children’s US Programmes focus on underserved rural areas, where one in five children live in poverty. Partnering with schools and community organizations, Save the Children provides high-quality early childhood education services for children from birth to age five as well as literacy, physical activity and nu- trition programmes for children in kindergarten through eighth grade, benefiting over 52,000 children nationwide. United Nations Foundation www.unfoundation.org The United Nations Foundation, a public char- ... American Idol jury member Randy Jackson (lower right) ity, was created in 1998 with the entrepreneur/ visited a Save The Children programme in Bolivar County philanthropist Ted Turner’s historic USD 1 billion gift to support UN causes and activities. The UN Foundation is an advocate for the UN and a plat- form for connecting people, ideas, and resources to help the United Visit Nations solve global problems. IdolGivesBack. com 5 week 17 the RTL Group intranet Committed to responsibility Each year RTL Group companies make a significant contribution to the global fight against poverty, disease and pollution.