And the success of drives such as the "American Idol" campaign, "Idol Gives Back, " show the public doesn't mind programming that both entertains and inspires generosity.

CNN: Telethon tries to raise 'Hope for Haiti'

Idol Gives Back, a two-day televised charity event sponsored by Fox, American Idol, and Charity Projects Entertainment Fund to help children and young people in extreme poverty here in the United States and Africa, views malaria as a gateway issue, Edlund said.

FORBES: Gates Fights To Eradicate Malaria