How does a huge entertainment giant that's a subsidiary of an even larger media behemoth respond to an international natural disaster? By sending money? Food stuffs? Enlisting staffers to volunteer?

No.

Viacom's MTV is responding to the Myanmar/Burma cyclone disaster by asking others to do something. But they've made a 90-second video for the pitch!

MTV Networks International, owned by Viacom Inc. (NYSE: VIA, VIA.B), has announced its collaboration with global advertising agency Ogilvy & Mather and filmmakers from creative production company Shilo in creating an urgent TV spot compelling the global community to act in the face of the recent tragedy in Burma. The 90-second public service announcement will be distributed to participating MTV networks worldwide, video-sharing websites and displayed on MTV's 25-by-40 foot HD screen in New York City's Times Square.

Created using innovative filmmaking techniques, the film utilizes unshakeable imagery of military planes releasing flowers across Burma as a powerful but peaceful medium to call for international support and relief for the survivors. With the powerful melody from the feted virtuoso pianist Chopin, viewers will watch the beautiful red flowers float and dance towards Burmese soil. [press release]

Watch the film here.

(We'll probably regret this when we find out Viacom did donate money to Burma's causes, but this press release didn't mention any additional efforts, we Googled around for news of other contributions and didn't find any.)