The annual national fundraising marathon TV programme L-Istrina collected over Lm555,000 (€1.29 million), up to the time of going to print yesterday.
The money is destined for a number of charitable institutions and brings to a fruitful close preparations that started back in October.
Last year, over Lm400,000 (€931,759) was collected, but no target was set for the 12th edition. Nevertheless, donations flowed in from every corner during the 12-hour spectacle that saw as many presents in all shapes and sizes go out to the public. Broadcast live on TVM, One TV and Net TV between noon and midnight, the 12th edition was replete with bumper prizes, awarded regularly, while Lm35 vouchers were given to everyone phoning in to donate Lm5 and Lm45 vouchers to those donating Lm10.
Everyone was a winner in the gifts extravaganza, with nine cars, the star prizes, also given out during L-Istrina, while thousands of liri worth of other presents were won by donors.
Held at the Malta Fairs and Conventions Centre in Ta' Qali for the second consecutive year, PBS subcontracted its organisation to Razzett tal-Ħbiberija.
The televised charity event capitalised on the bad weather and a warning from the Civil Protection Department to stay indoors - and watch L-Istrina. In so doing, the public would not only have kept out of harm's way, but also helped a good cause, the presenters, Peppi Azzopardi and Valerie Vella, insisted. Their marathon programme was punctuated by strong and incessant encouragement and appeals to make donations.
Media personalities, who had been rehearsing their moves, yesterday provided the entertainment on the fundraising show to reel in donations. These were interrupted by emotional, poignant interludes of sad stories, with happy endings thanks to the funds raised by L-Istrina.
The Malta Community Chest Fund receives 50 per cent of the funds collected during the annual TV charity marathon, while the other beneficiaries this year include the Eden Foundation, Arka Respite Centre (Gozo), YMCA Homeless, Puttinu Cares, Augustinian Sisters Servants of Jesus and Mary, Church-run children's homes, Church homes for the elderly, Fondazzjoni Suret Il-Bniedem, Għaqda Persuni Neqsin Mis-Smigħ and the Gozo CCU Monitors Foundation.
A series of activities were already held prior to yesterday's TV programme, with the BoV L-Istrina Campaign 2007 raising Lm17,500 (€40,764), Lm6,417 (€14,947) having been collected from over 65,000 schoolchildren across Malta and Gozo through the distribution of 7,000 piggy banks in over 2,800 classrooms since November. The HSBC Cares for Children kicked off yesterday's campaign with a Lm10,000 (€23,293) donation.
Around Lm7,000 (€16,305) had already been raised from the L-Istrina auction, which was held on Boxing Day, while the funds raised during the motor and bike show, Paqpaqli Għall-Istrina, were also presented during the live broadcast yesterday and a clubbing event organised by Pure Promotions collected almost Lm3,000 (€6,988).
Telecoms company Go provided the phone-in system, supplying about 150 telephone lines, which were yesterday manned by politicians and other personalities, including President Eddie Fenech Adami and his wife. Prime Minister Lawrence Gonzi and his wife Kate also did their bit to encourage donations.
Donations down the line
Last year, almost Lm500,000 (€1,164,686) was raised for charity during L-Istrina show - a figure that grew, following the auction of works of art.
The funds raised during the traditional charity event have been in decline since 2003, when more than Lm1 million (€2,329,373) was collected.
The following year, about Lm815,000 (€1898439) was raised, and the Lm1.29 million (€3million) donated in 2005 included Lm590,000 (€1374330) netted from the auction sale of 59 BMWs used during the Commonwealth Heads of Government Meeting that November.