to get covered by TV you don't just have to be a big organization, you have to have a story. as another commenter said, "this is just a redesign that acts as

to get covered by TV you don't just have to be a big organization, you have to have a story. as another commenter said, "this is just a redesign that acts as a suitably rich metaphor for highlighting what the "new social web" is all about" that creates a narrative that 60-minutes can get behind and milk, for eyeballs, fun and profit. if the Red Cross poured millions of dollars into an entirely new online strategy that had a strong TV-friendly narrative ("the future of donations is social" or what have you), I'm sure they would be attractive to 60-minutes too. That's only part of the equation though, you need a hot PR team in place who can reach out to major channels like this and pitch the story right. You don't get on TV just by existing.