Southern Cross Austereo's beleaguered station 2DayFM Sydney will resume advertising on Thursday, with all advertising profits until the end of the year going to a fund for deceased nurse Jacintha Saldanha.
The company has been surrounded in controversy after the nurse tragically died in the wake of the network's now infamous royal prank to a London hospital.
The station initially suspended all advertising, but has now moved to donate advertising funds to Saldanha's family, a strategy which was yesterday pointed to by commentator Peter Cox in AdNews as a wise move.
A minimum contribution of $500,000 will be made to the nurse's family.
Southern Cross Austereo chief executive 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.”
The station put a halt to its advertising on Saturday.
Last week, two of its presenters had made a call to the London hospital where the pregnant Kate Middleton was staying, impersonated Prince Charles and the Queen and asked for details about Middleton. Hospital staff then gave details about Middleton's condition, and the prank call was put to air.
In the wake of the initial backlash surrounding the call, it was reported that Saldanha tragically took her own life.
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