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Community Service Awards Sponsorship

Does anyone know the story behind the change in sponsorship of the Jefferson 
Awards, a Portland area community service award?  For many years, the 
Jefferson Awards were sponsored and promoted by WCSH.  Now the Jefferson 
Awards are sponsored by WMTW.  WCSH is now sponsoring a new People Who Care 
Award.  Kind of weird.  There must be a story behind it.

-- Dan Billings, Bowdoinham, Maine