• by Wayne Friedman , Staff Writer, September 2, 2005

This time it's personal.

Ellen DeGeneres was named the host of the Emmys some weeks ago. The show is a little over two weeks away -- September 18. That means the events surrounding the hurricane disaster in the South will be rather fresh in the minds of TV viewers.

The last time DeGeneres hosted the Emmys was in 2001, after the Sept. 11 terrorist attacks. Now she gets to host the Emmys again. But this time, the events are even closer to home. This natural disaster struck her hometown city, New Orleans, where she grew up.

In the coming weeks, a number of broadcast and cable networks will be planning commercial-free benefits for the victims of Hurricane Katrina, which is the media doing its part. DeGeneres is also planning something for her syndicated show, as well as offering her hosting services to network benefit shows.

DeGeneres was praised for her work during the Emmys in 2001; she offered the right amount of sensitivity and comedy. This wasn't the only time she tackled a tragedy. More recently, for the tsunami disaster, she offered help through her show, enabling viewers to make donations.

Her loyal national advertisers also wanted to help out then. To show her appreciation, Ellen gave them front row seats on her show. Advertisers that wanted to make a donation would get a special chair, where the advertiser was duly recognized for its efforts. This is kind of a cool idea especially for major consumer products companies looking for ways to contribute.

National advertisers need to find sensitive ways to help. Comcast Cable yesterday came up with one -- giving away $10 million in advertising time from its local cable system to the American Red Cross so they can send messages to viewers about donations -- as well as educational pieces on what to do in the event of natural disasters.