People conventionally focus on companies for their profit-making activities, but have come to realize that this cannot be the sole concern in the global community from now on. Companies as well are going to be increasingly called upon to mount approaches to global issues together with international institutions, NGOs, and other such entities. In light of this trend, I think the public viewing program was a landmark one as a case of private-sector action, for a number of reasons. Firstly, besides taking action alone, Sony engaged in close coordination with local NGOs and international institutions. Secondly, instead of providing funding and material aid, the program conveyed the joys of entertainment to the viewers. And thirdly, we gave the local people training in the technology so that the assistance would have sustainability. I felt that these features gave me both worthwhile and vital perspectives for considering social contribution as a responsible member of society.