Public Service Media (PSM) on Sunday launched a national telethon to raise funds for Sri Lanka, where communities are reeling from the devastation caused by Cyclone Ditwa. The broadcast began at 9 a.m. with the participation of 37 media outlets, and will continue until 1 a.m. on Monday, providing Maldivians across the country with the opportunity to contribute to relief efforts.
Sri Lanka is confronting severe flooding and destruction after days of heavy rains linked to the cyclone’s passage. Authorities report that the death toll has surpassed 159, with another 200 people missing.
PSM announced the initiative on Saturday, describing it as an urgent response to the unfolding crisis. In its statement, the broadcaster underscored the historically close relationship between the Maldives and Sri Lanka, noting that the latter is not only a neighbour but also home to one of the largest populations of Maldivians living abroad.
The organisation highlighted that these ties make it imperative to extend every possible form of assistance to Sri Lankans during this period of hardship. To reinforce the effort, PSM invited all media outlets in the country to join the telethon. The fundraising drive is open to the entire Maldivian public, including individuals, associations, community groups, clubs, and government offices. Information on how donations can be made is being shared throughout the broadcast.
Crowe Maldives appointed to audit PSM-led charity drive
PSM appointed Crowe Maldives as the official audit firm for its charity drive supporting Sri Lanka, a move intended to ensure transparency and reinforce public confidence.
The broadcaster said the engagement of an independent auditor was essential to guarantee that all funds reach their intended recipients. Aishath Asifa, PSM’s Director for Projects, Land and Business, noted that the process must be conducted with complete openness. PSM Deputy Managing Director Yameen Rasheed urged citizens to participate, noting that Maldivians stand alongside the people of Sri Lanka in this time of need.
Fundraising measures include the establishment of a dedicated bank account, the placement of physical fund boxes across Malé, and the introduction of a QR code system to facilitate deposits. Crowe Maldives, part of a global network with experience auditing disaster relief initiatives, confirmed that the assignment is being undertaken as part of its corporate social responsibility.
Hassan Mohamed, Managing Partner at Crowe Maldives, cited the firm’s previous collaboration with PSM telethons and affirmed that internal controls had been effectively maintained. He stressed that ensuring donated funds reach their ultimate recipients remains the foremost priority of the audit engagement.