Since they're doing a fine job exploiting (or is it "reporting on"?) Hurricane Katrina, the media are reaching into their deep pockets to help in the recovery efforts. They're throwing around cash like Pat Sajak (and penning conservative editorials about as often), but for the benefit of the victims, it's their egos that are driving their checkbook zeros.

Hoping to top one another, media companies continue announcing just how many millions they're handing out. Disney wrote checks worth $2.5 million, Comcast upped the ante with a $10 million donation and Viacom shortchanged New Orleans sufferers with just $1 million.

Then again, every media org with a TV outlet is clamoring for a celebrity-fueled relief concert and the donated air time is probably worth more than the checks they're writing. They're just lucky the fall season hasn't started yet — we're not willing to miss any of The O.C. Even encore plays.

(Image via AP Satellite)