'Idol' gives, so why can't Rupert?

By Tom Tapp

(Note: This story has been UPDATED with final numbers.)

'Idol Gives' is great, but Rupert Murdoch can do more.

The NewsCorp chairman should be commended for putting the power of his "American Idol" franchise behind some very worthy causes with two "Idol Gives" shows.

"Idol" host Ryan Seacrest told viewers Wednesday night $60 million will go to end poverty in Africa and to feed Americans in need. Some of that money is from NewsCorp's coffers. Presenting sponsors Coca-Cola, Ford and AT&T; will likely throw in a few million as well.

That's great. And the value of having America's most popular show highlight these issues is huge. But the independently-minded Murdoch could do much more if he opened his own checkbook.

According to Australia's The Age newspaper, Murdoch said last summer he preferred "to 'make a difference' through the social and political influence of his international media empire" rather than give personally.

Indeed, at the Milken Institute Global Conference in Los Angeles Tuesday, Murdoch used the forum to highlight the media's "unfair" attacks on George Bush, the threat of Islamic terrorism and the paranoia of those who believe in "alleged climate changes."

Meanwhile, his longtime rival Sumner Redstone announced a $105 million donation to medical research at the event.

I'd say Redstone's actions made the bigger difference.

And given Murdoch's personal fortune outstrips that of Viacom chief Redstone by about $1 billion, the contrast is even more pronounced.

That's not to say that Murdoch doesn't give at all. In 2005, he donated $1 million to the Asian tsunami relief effort. And he's pitched in for Bill Clinton's foundation. He was also given the Knight of St. Gregory the Great honor by the Catholic Church for his support of its causes.

But Murdoch is nowhere to be seen on The 2006 Slate 60, a yearly list of the "largest American charitable contributions of the year." Nor is he on The Chronicle of Philanthropy's recent annual list of "America's Most-Generous Donors." (Note: Australia-born Murdoch is an American citizen.)

Murdoch does appear prominently on another annual list, however. The mogul is ranked number seventy three on Forbes' 2006 survey of the world's billionaires. His net worth is estimated at $9 billion. That's up $2.5 billion from 2005.

To a man with that kind of wealth, the $60 million in 'Idol' money is a rounding error. So giving more doesn't mean penury for Murdoch.

Last year, Warren Buffett announced the single largest charitable gift in world history. He'll give the Bill and Melinda Gates Foundation most of his fortune over the next few decades. The first installment was a whopping $1.9 billion in 2006. That made him number one on both The Slate 60 and The Chronicle of Philanthropy list.

Even so, Buffett still managed to come in at number two on Forbes' billionaires survey, with a net worth of $52 billion.

To that I say: Come on Rupert, where's your competitive spirit?