For Comcast-NBCU, Charity Begins at the FCC

Comcast is hoping that federal regulators are, like Comcast itself, in a giving mood. To reinforce a $100-million blitzkrieg of 80-plus lobbyists and an untold numbers of PR spinmeisters, the cable giant is counting on its charitable ties to cherry-blossom festivals and small-town baseball leagues to help win consent for its proposed $30 billion merger with NBC Universal. And in a bit of a role reversal, the company in some cases has gone hat-in-hand to solicit the support of its philanthropic beneficiaries. During its almost year-long charm offensive to favorably sway regulators, Comcast has deployed its army of professional influencers to capture support of influential national organizations, ranging from the Chamber of Commerce and Urban League to the Boys and Girls Clubs, who marshalled their local and state branches. Comcast also secured big-name endorsements by high profile public officials, including Govs. Arnold Schwarzenegger (R-California), David Paterson (D-New York) and Ed Rendell (D-Pennsylvania). But as the merger-approval marathon heads into the final stretch, the heartfelt sentiments of homespun beneficiaries of Comcast's philanthropy could prove to be crucial.