• by Wayne Friedman , June 8, 2020

Joining other companies in making big donations to fight racism and other issues around inequality, Comcast Corp. said it would be giving not only cash but advertising time -- a total package of $100 million.

It says these efforts are intended to fight injustice and inequality against any race, ethnicity, gender identity, sexual orientation or ability -- $75 million in direct donations to groups and $25 million in media that will be distributed over the next three years. 

Local TV advertising platform Viamedia said it would also be offering free advertising time to groups to help end racism.

Viamedia says local business owners, minorities and law enforcement will be giving free advertising time to create 15- or 30-second on-camera spots about how they are working together in their communities.

Commercials will then be uploaded by Viamedia to www.ChangeStartsRightHere.com.

On Friday, WarnerMedia said it would be expanding its efforts beyond corporate financial support to groups trying to combat racism in donating advertising commercial inventory to Color of Change and the NAACP Legal Defense Fund. 

The company explained: "Like many companies, we donate to partner organizations and programs engaged in social justice work. We write checks and yet racial injustice persists. This moment teaches us that money is only a part of the solution." 

Similar to Walt Disney, ViacomCBS, on Friday WarnerMedia said it would donate $5 million. WarnerMedia's donations would go to the NAACP Legal Defense Fund, Equal Justice Initiative, Amnesty International, and others.