Howaboutthat wrote:It's a paid commercial, just like every other lottery commercial you see on TV.
PSA's are few and far between these days. The Shaw EXO ones are in-house promos.
I have a hard time keeping track of whether "charitable organizations" are running PSAs or paid commercials on a radio or television station, or even in a newspaper.
I can't speak for Vancouver, but Corus in Edmonton runs a lot of PSAs. Especially on iNews 880. And especially if you count the end of traffic reports, when the air time is actually owned by the airborne traffic company.
Again, here in Edmonton, I'm not aware of any charitable organization that PAYS for "commercials" on radio, TV or newspapers. Since most high profile charities, like Full House Lottery, want to do a blitz that requires placement in better time slots than PSAs would get, and much greater frequency, they strike up contra deals. The media outlets that air or publish the ads get prominently listed as sponsors by the charitable organization on all their material associated with the event/campaign. In exchange for the ads.
The media outlet uses these opportunities to fulfill their corporate and/or licensed responsibilities to "give back to the community" AKA Community Service.