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Comcast is launching Missing Kids On Demand, a public service initiative that will make information about missing children available to its video customers across the United States, the company announced Thursday.

"The best way to help find a missing child is to get the message out as broadly as possible," Ernie Allen, president and CEO of National Center for Missing & Exploited Children, said in a statement.  "Our partnership with Comcast enables us to reach millions of homes across the country we may not otherwise reach and empowers viewers with the resources they need to help solve cases."

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Comcast's Missing Kids On Demand and online platform features 20 video profiles detailing missing child cases from across the nation with relevant details about each child's case. If the child has been missing for a long period, an age-progressed photo showing what he or she might look like at a more recent age will also be available. 

The new initiative is modeled after Comcast's Police Blotter On Demand, which shows profiles of local "Most Wanted" criminals. Since its launch in November 2006, Police Blotter On Demand has profiled more than 1,400 fugitives and has led to more than 90 criminal captures. 

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