Britain's biggest broadcasters are getting together to encourage people to give time and money to charities.
The plans have united the heads of many TV bodies
They are promoting a television channel which broadcasts appeals and information about charities.
The Community Channel features hundreds of Britain's best-known and smaller charities.
It broadcasts for 24 hours a day on Sky Digital and cable television, and this week starts a three-hour breakfast slot on the Freeview system.
It includes programmes and commercials about the work of hundreds of voluntary organisations, all linked via its website.
Satellite viewers can donate money directly through the interactive red button.
The service is funded by the government and the National Lottery, on channel space donated by the broadcasters.
Last night, the BBC, Sky, ITV and other major broadcasters signed a joint declaration, agreeing to publicise the channel and let it use their programme material where relevant.
The BBC director general Mark Thompson said it would help make broadcasters more sensitive to social and community issues.