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ALL revenue from sponsorship and advertising around ITV's Concert For Ukraine will be donated to Disasters Emergency Committee's (DEC) humanitarian appeal, it was announced today.

Guy Freeman, Managing Director of Livewire Pictures, said: “Such is the strength of feeling within our industry from people who just to want to do whatever they can to help, we’ve been overwhelmed by their generosity and that of every company – all donating their time and services to make this event a reality, at very short notice.”


ITV, STV and Livewire Pictures are to join forces with the Disasters Emergency Committee (DEC) to stage a two hour fundraiser concert raising money for the humanitarian appeal in Ukraine on Tuesday 29th March.


Concert for Ukraine will bring together names from the world of music for a unique event spreading a message of hope and support, and most importantly, raising funds for the ongoing DEC Ukraine Humanitarian Appeal.

Music is a very powerful tool when it comes to showing support and solidarity, and at ITV we are proud and privileged to be working with Livewire Pictures, Global, M&S and the DEC on such an important and necessary fundraising event. Katie Rawcliffe, Head of Entertainment Commissioning at ITV

A line-up of presenters and artists, to be announced over the coming days, will take part in the live show, which will be broadcast across ITV, STV, ITV Hub and STV Player. The show is produced by Livewire Pictures. Global, the Media & Entertainment Group, is joining as media partner, and Marks & Spencer will be headline sponsors for the broadcast.

James Rea, Global’s Director of Broadcasting & Content said: “This important fundraising event will raise vital funds for DEC and Global is proud to be partnering with ITV, Livewire Pictures and DEC as well all try and do what we can for the people of Ukraine.”  


All sponsorship and advertising revenue generated from the broadcast of the event (primetime across both linear and simulcast), which is expected to raise over £3 million, will also be donated by ITV to the DEC appeal.

We've seen time and time again that the generosity of STV viewers knows no bounds. As the crisis in Ukraine continues to intensify at an alarming rate, this event will be an opportunity for our audiences to come together through the power of music, show our whole-hearted support for Ukraine, and help make a difference to those affected through the work of DEC charities. Bobby Hain, Managing Director of Broadcast at STV

The broadcast will combine emotive music performances with short films recognising the ongoing relief efforts and the plight faced by people affected by the conflict in Ukraine. Viewers will be able to donate money to the cause throughout the evening.

Kelly Williams and Simon Daglish, Managing Director and Deputy Managing Director, ITV Commercial, said: “As we’ve witnessed the horrific events unfolding before our eyes we want to work with brands to show our industry's support and raise as much money as possible for the millions of people affected by this crisis. The industry has a generous spirit at its heart and now more than ever it is the time to come together and make a difference.”

ITV has a long history of supporting DEC appeals, most recently through an appeal for the Afghanistan Crisis in December 2021. Additionally, ITV has raised £60 million for Soccer Aid for UNICEF’s global work since the show began, and regularly raises awareness of different charitable causes and organisations through daytime and regional news coverage. 

Watching this escalating humanitarian crisis, we all want to find a way to make a difference. At M&S, we are doing everything we can to help the people of Ukraine - whether that’s through charity donations, sending urgent product supplies, launching customer giving in our stores or job opportunities for refugees. Our customers and colleagues have already been incredible in their response and by getting behind ITV’s Concert for Ukraine, it gives us all another way to show our support and raise vital funds for those so urgently in need. Stuart Machin, Chief Operating Officer at M&S

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