Staying Alive: MTV & CNN Join Forces In Support Of World AIDS Day 2004.

MTV International, owned by Viacom Inc., and CNN International jointly announced a first-ever co-production agreement for a 30-minute news special on HIV/AIDS. Staying Alive: An MTV & CNN News Special will premiere on MTV globally on World AIDS Day, 1st December 2004; and on CNN International and sister network CNN en Español, respectively on 27th November and 1st December, to a potential viewing audience of more than one billion people. The special will be offered rights free and cost free to all broadcasters worldwide to get HIV/AIDS prevention messages out to the widest audience possible. In the United States, the programme will air as part of MTV’s Fight For Your Rights: Protect Yourself campaign.

In a unique creative approach, local MTV channels and CNN bureaux around the world will work together to jointly produce news segments focusing on how HIV/AIDS affects young people in each region. Segments will be produced featuring local CNN news reporters or MTV VJs in several countries around the world. The special will deal with many different issues related to HIV/AIDS, including access to treatment, condom usage, discrimination and rising infection rates, among others. By covering such a wide variety of topics, the show will offer viewers the chance to see how the disease touches all people regardless of age, ethnicity, country or socio-economic background.

“This important partnership links MTV’s access to a potential audience of one billion people with CNN’s outstanding journalism, vast reach and credibility among adult audiences,” commented Bill Roedy, President of MTV Networks International and Ambassador for UNAIDS. “As the two largest global television broadcasters, this Staying Alive news special will have unprecedented distribution. I challenge other broadcasters to air this special rights free and at no cost to get crucial HIV/AIDS prevention messages out to the largest audience ever this year on World AIDS Day and beyond. HIV/AIDS is the defining morale issue of our time, and it remains a top priority at MTV to continue to raise awareness and engage others to form their own response to the epidemic.”

Rena Golden, senior vice president of CNN International added: “We are thrilled to be co-producing such an important programme geared to provide our joint global audiences with access to vital information that is both relevant and compelling.”

“It has been estimated that 38 million people are currently living with HIV/AIDS. We firmly believe that education and democratic dissemination of credible information is the key to fighting this epidemic. I echo the challenge for all global broadcasters to deliver this message through the distribution of ‘Staying Alive.’ We’re delighted to be working with MTV on this initiative, and hope this represents the beginning of an enduring partnership.”

Launched in 1998, the Staying Alive campaign seeks to help prevent HIV/AIDS by empowering individuals to protect themselves, fight stigma and discrimination, and engage businesses, media and organizations to form their own response to HIV/AIDS. The campaign developed as a result of MTV’s long-term global initiative targeted to youth. Staying Alive is also the international arm of KNOW HIV/AIDS (www.knowhivaids.org), an unprecedented global media campaign that harnesses the full range of Viacom’s global media assets to foster awareness of the disease and its prevention. The campaign, which features media placements valued in excess of $200 million, is a partnership of Viacom, one of the largest media companies in the world, and the Henry J. Kaiser Family Foundation, a leader in health information and research.

The Staying Alive campaign includes long-form programming, such as documentaries, concert events, news specials, and discussion programmes, public service announcements, sexual behavior polls, a dedicated Web site in 10 languages (www.staying-alive.org), and off-air marketing and grassroots promotions. All media produced for Staying Alive is offered rights free, at no cost to all TV and radio broadcasters. Last year’s campaign reached 74% of the world’s TV households. In addition to CNN, Staying Alive campaign partners are UNAIDS, the World Bank, the Kaiser Family Foundation, Family Health International, UNFPA and Sida.