On-air fundraising, done by a broadcaster. Public TV and radio in the US has been forced to do this because of budget cuts passed by irate politicians. So that's why there's all that Yanni, John Tesh, and Lawrence Welk on PBS - they have to go for the LCD too. For Christian broadcasters (e.g. CBN or TBN), it means Malachi 3 is trotted out (or Pat Robertson's "Law of Reciprocity" variant), implying that your path to riches starts with you giving them mucho money.