Important note: Information in this article was accurate in 2000. The state of the art may have changed since the publication date.
PRNewswire - Monday November 20, 2000
"Given that more and more young people are becoming infected on a daily basis it is vital that MTV does everything possible to arm kids with the knowledge to protect themselves," said Bill Roedy, President of MTV Networks International and Ambassador for UNAIDS. "The most meaningful contribution MTV can make to this fight is by talking to its audience base -- hundreds of millions of young people. In addition, we are urging other broadcasters around the world to accept our offer to air "Staying Alive 2" rights free, in order to highlight HIV & AIDS issues to an even wider audience."
Hosted by international sensation Ricky Martin, "Staying Alive 2," produced by MTV Europe in association with UNAIDS and the World Bank, follows in the tradition of 1998's Emmy award winning "Staying Alive" hosted by George Michael. The half-hour special profiles six young people from around the world infected or affected by HIV and AIDS. Shot on location this summer in Africa, Southeast Asia, Eastern & Western Europe, The Caribbean and North America, the special highlights the far reaching and wide ranging effects of the disease, including infection, persecution,isolation, the need for education and awareness, and the lack of access to affordable drugs.
"AIDS continues to be a serious issue, and there is still a lot of work to be done to raise awareness around the world," commented Ricky Martin. "I'm especially pleased to be involved with MTV's 'Staying Alive' since it relates accurate health messages and helps to eliminate the stigma associated with HIV and AIDS. I truly hope this documentary inspires people to take the necessary precautions as well as show compassion towards those affected by AIDS."
"Staying Alive 2" is being offered rights free to any broadcaster wishing to air it, at no charge. Broadcasters all over the world have already committed to showing "Staying Alive 2" with significant participation by many African broadcasters including SABC (South Africa and Africa) and the national television stations for Kenya, Zambia and Zimbabwe. HIV/AIDS has decimated Africa where 24 million of the world's 34 million people with AIDS, live. (UNAIDS)
MTV will also bring the third annual Levi's & LIFEbeat Present: Music With A Message: World AIDS Day 2000," concert to television. During the event, which will be taped at the Beacon Theatre in New York City on November 21st, MTV will have regional production crews on-site shooting with local VJ's to create tailored on-air segments and local inserts relevant to each region. "Levi's & LIFEbeat Present Music With A Message: World AIDS Day 2000," is not only an entertaining and educational event, it is also a way for young fans to get involved and make a difference. For every person that logs on to www.levi.com from December 1st - 7th, Levi's has pledged to donate $1 to LIFEbeat, up to $50,000. By logging on fans will also be entered for a chance to win Levi's gear autographed by the performers during the concert event.
"For the third year, the Levi's brand is joining LIFEbeat to commemorate World AIDS Day through the talented voices of their favorite artists," said Roy Edmondson, Director of Presence and Publicity, Levi Strauss & Co. "We proudly support LIFEbeat's mission to educate young adults across the world about prevention and with MTV as our partner we have the ability to make a difference in millions of young lives."
In addition to MTV's newly produced World AIDS Day programming, new HIV/AIDS awareness Public Service Announcements featuring Victoria Beckham and Mel B of the Spice Girls, Aqua, Ozzy Osbourne, Master P., Westlife, Jessica Simpson, Mya, Vanessa Williams, will also premiere. These PSA's along with "Staying Alive" and "Staying Alive 2" will air on MTV channels around the world on the Day and also will be offered rights free, at no charge, to any broadcaster in the world wishing to air them.
MTV's international channels will brand their programming with a specially designed MTV World AIDS Day logo and will plan their own broadcast schedules, some with local VJ's talking about HIV/AIDS awareness.
On November 24th, MTV will launch www.staying-alive.org a Web site created specifically to improve awareness of HIV and AIDS. It contains key health information, access to resources and highlights what individuals can do to help. MTV: Music Television is the world's leading multi-media brand for youth and can be seen in 326.2 million households in 139 countries. MTV's international channels are MTV: Music Television (US), MTV Asia (Southeast Asia, Mandarin, China, India, Philippines and Korea), MTV Australia, MTV Brasil, MTV Europe (European, Central, South, Nordic, Polska, France, Espana, Netherlands and UK/Ireland), MTV Latin America (Northern, Central & Southern) and MTV Russia. MTV will launch a dedicated 24-hour service in Japan in first quarter 2001. MTV also has two separately programmed "free form" music services in the US and Europe, MTV2, that feature videos from a wide variety of genres. Digital programming services MTV "X" and MTV "S" are also available in the US as well as MTV Base and MTV Extra in Europe. MTV's holdings also include 14 locally operated Web sites worldwide as well as publishing, home video, radio, recorded music, licensing & merchandising and a feature film division, MTV Films. MTV is a registered trademark of MTV Networks, a unit of Viacom Inc. (NYSE: VIA; VIA.B).
SOURCE: MTV Networks
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