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MTV Networks International

Company Overview

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.

HIV/AIDS Profile

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:

  • Running HIV/AIDS awareness training for all staff, repeated at regular intervals for new starters.
  • Making information available to all staff on risk, prevention and treatment.
  • Training producers on reporting HIV and AIDS issues.
  • Having an employment policy that doesn't discriminate against HIV positive employees.
  • Maintaining the confidentiality of staff with regards to HIV.
  • Making a copy of these five pledges available to all staff, so they can ensure the organisation remains vigilant in keeping them.

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
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:

  • Raise awareness and knowledge about HIV & AIDS, especially among young people in developing countries
  • Empower young people to take concrete action to protect themselves and others from HIV
  • Fight the stigma and discrimination associated with HIV & AIDS
  • Engage other businesses and media to form their own responses to HIV & AIDS

MTV's Staying Alive generates:

  • Long-form programming, such as documentaries, concert events, news specials, and discussion programmes
  • Public service announcements (PSAs)
  • A dedicated Web site in 10 languages (
  • Off-air marketing
  • Grassroots promotions
  • Grant-making promoting youth-focused prevention and education

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 (
The European Broadcasting Union (
The Department for International Development (
Family Health International (;
he Kaiser Family Foundation (
OneWorld TV (
Swedish International Development Agency (
The United Nations Population Fund (
The Canadian International Development Agency (

For more information on partnerships and how to become a partner please email:

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

  • 25 years Fighting AIDS PSA series (150+ spots,)
  • 48Fest hosted by Nelly Furtado (30:00)
  • Uncensored (30:00 x16)
  • Staying Alive: This is not a commercial (22:00)
  • TRANST: A Staying Alive Film (90:00)
  • Sex Drive (47 spots of 20 to 60 seconds each)
  • Staying Alive: An MTV and CNN News Special (30:00) Save the Humans Campaign (Public Service Announcements)
  • Roll Call (30:00)
  • Meeting Mandela: A Staying Alive Special hosted by Beyonce (60:00)
  • MTV Presents Levi's Jeans Staying Alive Concert in Association With YouthAIDS (featuring Diddy, Alicia Keys, Missy Elliot, Dave Matthews Band, Michelle Branch) (90:00)
  • Staying Alive: A Global Forum on HIV/AIDS (featuring President Bill Clinton and Rupert Everett) (60:00)
  • Staying Alive: Clinton Uncut (60:00)

Staying Alive Documentary Series:

  • Staying Alive 1998 hosted by George Michael (30:00)
  • Staying Alive 2000 hosted by Ricky Martin (30:00)
  • Staying Alive 2001 hosted by Diddy (30:00)
  • Staying Alive 2002 hosted by Mary J Blige (60:00)