MEDIA: Media Trust aids Teletext charity coverage growth

Teletext, the TV and internet-based information service, is

expanding its charity coverage on Channel 4's TV text pages.

The content on its Connect service will aim to boost awareness of

voluntary work. The idea came from the Media Trust, the body which helps

charities communicate.

Media Trust chief executive Caroline Diehl said emphasis would be on

celebrity news and interviews: 'The populist stuff will lead into

practical things volunteers can do. It is a great opportunity, if we can

attract just a small percentage of viewers.'

The appointment of a dedicated journalist is expected in June.

Teletext also plans to expand the football service on its interactive

platforms. Although the company would not comment in detail, the service

will go across its online and digital cable services. It is recruiting

sports journalists.

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