Help-Telethon

in my country, india, today we are having what they call a simulcast across 17 leading television channels of a performance by the indian television and film association in order to raise money for tsunami relief, my question is why is it that we have to be entertained for us to shell out money for such a sensitive cause, why can't simply all the channels donate the money earned by commercials in that 4 hours slot while running their normal programs only, i may not be able to express what i want to but i hope u get the idea