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[07/11/08 - 07:24 AM]
NBC.com Helping Users Raise Money for Charity
"Lately, we all talk about the business of digital entertainment, but this is a great reminder of the power of real community and what it can do," said Vivi Zigler.

[via press release from NBC]

NBC.COM HELPING USERS RAISE MONEY FOR CHARITY

Dunder Mifflin Infinity Members Choose Charities, Raise Funds Through The United Way

BURBANK, Calif. - July 11, 2008 - NBC.com today announced a campaign to help users raise money for charity. Members of the Dunder Mifflin Infinity (www.dundermifflininfinity.com) online community will be given the task of raising funds for the charities of their choice. The announcement was made by Vivi Zigler, President, NBC Universal Digital Entertainment.

"Lately, we all talk about the business of digital entertainment, but this is a great reminder of the power of real community and what it can do," said Zigler. "'The Office' fans are a smart and socially aware group that will no doubt seize this opportunity."

Each member of Dunder Mifflin Infinity (DMI) will vote to select which charity their branch will be supporting. Voting began on July 10th. Once the charities are chosen (on July 17th), the fundraising campaigns will commence. Users will be asked to create online campaigns encouraging other users to donate, through the United Way. The campaigns end on August 28th, with the announcements of the individual and branch winners. DMI users have already created a very successful online campaign to promote the social network, creating the groundwork for the charity task.

The list of charities includes:

The American Heart Association
St. Jude's Children's Research Hospital
The Susan G. Komen Foundation
UNICEF
Conservation International
Habitat for Humanity
Global Fund for Women
AIDS Research Alliance
The Humane Society
The Lymphoma Research Foundation

NBC.com, the Emmy Award-winning broadcast network website, is a leading online and mobile destination for television and interactive entertainment. With both derivative and web-exclusive programming, NBC.com pioneered the "360" experience with "Heroes 360," which gave viewers a way to extend their entertainment experience beyond the broadcast, and the first weekly social networking experience attached to a primetime entertainment program with "Dunder Mifflin Infinity." The site offers full episode streaming of many NBC Entertainment shows as well as short clips, interactive games and social networking, including user-generated content. NBC.com continually develops new ways for consumers to experience entertainment content on both existing and emerging platforms. The site is the recipient of multiple Emmy and Webby awards for its content and applications. Please log on to www.nbc.com to learn more.





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· OFFICE, THE (NBC)





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