Comcast Introduces Missing Kids On Demand

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All parents who have ever lost sight of their child, even for a split second when he disappears at the mall, playground or grocery store, can collectively applaud that we've come a long way since putting pictures of missing children on milk cartons.

Now, Comcast has teamed up with the National Center for Missing & Exploited Children to launch Comcast Missing Kids -- an On Demand public service channel where digital customers can scroll through profiles and read descriptions of missing children.

"Today, approximately 800,000 children go missing every year," says Diana Kerekes, vice president of entertainment services, on her Comcast blog.

The missing children's channel is built on information from Comcast Police Blotter, a public service initiative that features profiles of fugitives and has helped law enforcement catch more than 90 criminals, Kerekes adds.

"Our hope is that this offering helps raise awareness for this important issue and provides customers and consumers with tools to help support the efforts by National Center for Missing & Exploited Children (NCMEC) and law enforcements to help bring missing children home," Kerekes writes.

The On Demand channel features 20 video profiles chronicling missing child cases from across the nation. Each video provides relevant details about the child's case, including the name of the missing child, city of the disappearance, possible whereabouts, likely abductors and photos.

In cases where the child has been missing for a long period, an age progre! ssed pho to showing what he or she may look like at a more recent age also will be available.

Earlier this month, the National Center for Missing & Exploited Children also launched its Amber Alerts on Facebook. Facebook users can sign up to receive Amber Alert bulletins for their state, which will be sent to them through the Facebook "News Feed" feature.

A total of 53 new Amber Alert pages have been created, one for each state, Puerto Rico, U.S. Virgin Islands and the District of Columbia. Facebook users also will be able to share the alerts with their friends.

"The best way to help find a missing child is to get the message out as broadly as possible," Ernie Allen, president and CEO of the National Center for Missing & Exploited Children, says in a statement. "Our partnership with Comcast enables us to reach millions of homes across the country we may not otherwise reach and empowers viewers with the resources they need to help solve cases.

Check out navigations for "Missing Kids On Demand" for various markets across the country here.

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