Charity begging on TV

I was watching the Thye Hua Kuan Charity Night on TV last night. It was very successful, bagging another $4 million from the generous and kind hearted people from the public. The public, mostly earning less than $5000 a month, many less than $2000, made almost 500,000 calls during the 3 hour programme and raised about $2.5 million alone. I hope no one is going to laugh and make private jokes about the poor and the paupers trying to skim a few dollars to help their comrades in the shitholes. What is interesting about the programme is the formula being used. The phone calls, foreign and local artistes, the parading of people in trouble, the pathetic pleas etc etc, except that there is no lucky draw. Whoever came out with this idea is simply brilliant. Is it the old NKF, Durai or some programme producer or some PR agency? I am sure they can copyright the programme blueprint and collect royalties from it. This is a formula that can be marketed internationally.