Launched in 1981, MTV: Music Television is the world's largest television network and the leading multimedia brand for youth aimed at the 12-34 year old demographic. For the 6th consecutive year, MTV was named The World's Most Valuable Media Brand by Business Week & Interbrand's 2006 World's Most Valuable Brands Study. With 56 channels in 162 territories including, Africa, Asia, Australia, Europe, Latin America, North America, Russia, and the Middle East. MTV's holdings also include 32 locally operated Web sites worldwide as well as mobile, broadband, podcasting, publishing, recorded music, radio, home video, licensing & merchandising and a feature film division, MTV Films.
Launched just six weeks after the first reported case of HIV and AIDS, MTV has been committed to increasing awareness and responding to the multiple threats of HIV and AIDS.
In 2005, under MTV's leadership of the Global Media AIDS Initiative - a UN led initiative - MTV formalised its commitment to respond to HIV and AIDS with Five Principles of Commitment:
1. A Specific Commitment on Airtime
To broadcast a minimum of one minute per day (possibly in two 30 second spots), during prime time across all divisions. This frequent short messaging will be in addition to the less frequent long form programming and block scheduling, such as that aired around World AIDS Day. It is aimed at reaching a much greater audience in order to have a greater impact on awareness levels.
2. Production of Rights-Free Content
To make all newly-produced content on HIV and AIDS rights-free, and commit to sharing the material with other broadcasters.
3. Appropriate Messaging
Ensure that the messaging and content brought to the audience is relevant and effectively communicated, as well as culturally specific. Whenever possible, messaging should be geared towards behavioural change.
Have a responsibility not to use language that discriminates against those living with HIV and AIDS.
4. Workplace Policy
Have a responsibility to educate employees on the issues surrounding HIV and AIDS. This includes:
5. Active Partnerships
Aim to work with other professional agencies in the field. Broadcasters are not the experts on HIV and AIDS, so in order to maintain the accuracy and quality of messaging and content, there is a need to work together with those who have expertise on the issue.
Staying Alive is an international initiative working within MTV to encourage HIV & AIDS prevention, promote safer lifestyle choices and fight the stigma and discrimination which fuels the epidemic.
Staying Alive began in 1998 with an award-winning documentary (of the same name) about six young people from around the world and how their lives were affected by HIV& AIDS. Since then, Staying Alive has expanded into a wide range of programming, advocacy, and grant-making.
Staying Alive produces both short- and long-form programming, documentaries, and concert events, all of which are available free to broadcasters around the world. Advocacy is conducted in partnership with businesses, non-governmental organizations, government agencies, and the United Nations.
In 2005 alone, MTV formalised a minimum commitment of 1 minute a day in prime time for HIV & AIDS messaging valued at $50+ million worth of airtime.
In January 2005, The Staying Alive Foundation was launched, as a global grant-making and advocacy organization that encourages and enables young people who are involved in HIV & AIDS awareness, education and prevention campaigns. The Foundation does this by presenting the Staying Alive Award and grants annually to youth-focused initiatives that are working to stop the spread of HIV in their communities, and who actively mentor promising youth to become future leaders
MTV's Staying Alive aims to:
MTV's Staying Alive generates:
What We Do
Staying Alive produces long- and short-form programming, such as concerts, documentaries, TV films and public services announcements to disseminate crucial awareness and preventative information on HIV & AIDS to a global youth audience.
In key regions, where HIV is having a devastating impact, Staying Alive works with the channels in that region to produce specific messaging for young people. This covers the effects of the epidemic in their region, how it's transmitted and how young people can prevent becoming infected. It also aims to help provide an enabling environment for those who are already infected. Responses in these regions also take the shape of long- and short-form programming as well as on-the ground events.
All media produced for Staying Alive is offered rights free, at no cost to all TV and radio broadcasters around the world. Staying Alive materials have reached nearly three-quarters of the world's TV households through this rights free offer.
In addition to broadcasters, programming can be used by NGOs and community groups for youth discussions on HIV & AIDS.
Staying Alive Partners
Staying Alive is a cost-sharing, partnership led campaign. MTV partners with various organisations and businesses to ensure the Staying Alive campaign is the most comprehensive and effective campaign it can be. Partners bring in resources and technical skills to the campaign and partnership is open to anyone who shares the same ethos as the campaign. The aim of this is to not duplicate efforts and to share already limited resources in the fight against HIV &AIDS. Partners contribute to the funding, message development, delivery and evaluation of the campaign. Partners can come on board the global campaigns or regional initiatives and in some cases both. Partners include broadcasters, donor funders and advocacy organisations. Some of our partners are listed below.
The Asia-Pacific Broadcasting Union (http://www.abu.org.my/)
The European Broadcasting Union (http://www.ebu.ch/)
The Department for International Development (http://www.dfid.gov.uk/)
Family Health International (http://www.fhi.org/; www.fhi.org/en/youth/youthnet)
he Kaiser Family Foundation (http://www.kff.org/)
OneWorld TV (http://www.oneworld.net/)
Swedish International Development Agency (http://www.sida.se/)
The United Nations Population Fund (http://www.unfpa.org/)
The Canadian International Development Agency (http://www.cida.ca/)
For more information on partnerships and how to become a partner please email: firstname.lastname@example.org
Staying Alive Programme Catalogue
MTV Networks is proud to develop programming, public service announcements, events and materials for Staying Alive. All Staying Alive original programming is provided rights-free and at no cost to broadcasters around the world in order to promote HIV & AIDS awareness to the widest possible audience. All PSA's are tagged with the local Staying Alive Web site address where young people can find referrals to local HIV& AIDS support and educational organisations. All programming can be viewed and downloaded at www.staying-alive.org
Staying Alive Documentary Series: