Comcast's new service is intended to help missing children--not, as its name might suggest, prostitute them.

In cooperation with the National Center for Missing and Exploited Children, Comcast has a new service geared at helping rescue missing children by broadcasting their photos online and to Comcast cable subscribers.

“We’ve had real success with other public service initiatives available on our platforms such as the Pink Ribbon Campaign, and we hope that New Mexicans will take a moment to review the missing children On Demand, or on the missing kids website,” Chris Dunkeson, Vice President and General Manager, Comcast New Mexico, says in a July 12 news release.

Fair enough, and we don't wish to make fun of a very serious issue. We just wish they'd named it better.

Here are the photos that will air on the service this month: