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Advertising on 2Day FM wil resume today, says its owner Southern Cross Austereo.
The Australian radio network suspended ads on the station after the suspected suicide of hoax call victim nurse Jacintha Saldanha.
SCA also says it will donate all profits from 2Day FM advertising until the end of the year to Ms Saldanha's family, with a minimum contribution fo $A500,000.
The move could either be seen as a generous mea culpa, or a clever ploy to induce advertisers back to the station.
One industry commentor said 2Day FM's profits from advertising were likely 10% to 20% of revenue.
The company has cancelled 2Day FM's Christmas party.
The Guardian reported today that it understands Ms Sandanha was found hanging in her London flat.
Police have revealed a note was found to her husband two teenage children.
She had not told her family she was involved with the hoax call.
RAW DATA: SCA statement:
Following the company’s statement on 10th December, Southern Cross Media (SCA) today advises that after careful consideration it has resolved to resume advertising on 2Day FM effective Thursday 13 December, 2012.
All profits from advertising on 2Day FM until the end of the year will be donated to an appropriate fund that will directly benefit the family of Jacintha Saldanha. A minimum contribution of AUD$500,000 will be made. SCA today reiterates its deep regret for what has taken place in these tragic and unforeseen circumstances and offers its condolences to the family of Jacintha Saldanha.
SCA Chief Executive Officer Rhys Holleran said, “We are very sorry for what has happened. It is a terrible tragedy and our thoughts continue to be with the family. We hope that by contributing to a memorial fund we can help to provide the Saldanha family with the support they need at this very difficult time. The Company today reiterates that it is deeply saddened by this tragic and unforseen event and offers its condolences to the family of Jacintha Saldanha.