A good example of putting one's money where one's mouth is

I'm actually very impressed by this: Nickelodeon is going off the air for a few hours to encorage kids to go out and play as part of the "Worldwide Day of Play." I knew Nickelodeon had run bunches of "turn off the TV and go and play" ads, but to go so far as to take itself off the air (and, presumably, lose revenue)...well, that's just impressive.