Building upon the momentum of its award-winning Break the Addiction pro-social campaign in the US and the recently launched MTV Switch campaign internationally, MTV Networks, a unit of Viacom Inc. (NYSE:VIA) (NYSE:VIA.B) , today announced a wide array of global activities across multiple platforms to raise awareness of global warming, in conjunction with support of the Live Earth concert taking place 7th July 2007. The activities reinforce the company's long-term commitment to the issue of climate change and unrivalled ability to encourage viewers to take action.
Internationally, MTV is producing a series of eleven 10-minute bulletins per hour on 7 July starting at 1pm BST which will include a full live performance. In addition MTV channels around the world will be producing localized content around the event. This includes links to the MSN Live Earth micro site online as well as homepage features on the event on local MTV web sites internationally. Live Earth will feature performances from some of the world's biggest artists, including Madonna, Red Hot Chili Peppers, Beastie Boys, Metallica, Foo Fighters and Black Eyed Peas, among many others.
In the United States, MTV will continue to mobilize young people in the fight against global warming with the launch of a dedicated Live Earth page, available at http://www.liveearth.mtv.com/, featuring content from MTV's award- winning Break the Addiction campaign. The Live Earth page will feature daily video tips, 12-steps users can take to break their addiction to oil and over- consumption, ways to take action globally and locally, and more. For people not able to attend the concerts, MTV has teamed up with MSN, the exclusive online distributor for Live Earth, to lend support and create awareness of the Live Earth concerts by offering a direct link to MSN's live feed and archive.
"With our award-winning Break the Addiction campaign here in the US and our global support of Live Earth, MTV is demonstrating its unparalleled commitment to raising awareness of climate change by combining two things that define the core of our audience -- activism and music," said Van Toffler, President of MTV Networks' Music Group in the US. "We will use the combined power of our television screens and online properties to unite viewers with the global community of their peers and motivate and compel viewers to make requisite changes in their daily lives."
"We have made a long-term commitment to engaging our audiences worldwide across our brands on the issue of climate change," commented Bill Roedy, Vice Chairman, MTV Networks. "We are excited to use the power of MTV Networks' global reach across platforms to support Live Earth, which will be one of the most terrific musical events this year. With live performances, news bulletins, artist interviews and other engaging web content, our participation in Live Earth complements MTV Switch and encourages our audiences to get involved."
