MTV switches on to Live Earth

NEW YORK/LONDON/JOHANNESBURG: Building on 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, yesterday, 6 July 2007, 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 7 July 2007.

6 Jul 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 3pm CAT which will include a full live performance. In addition MTV channels around the world will be producing localised 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.

Save the planet

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.”

Long term

“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.”

In addition to MTV News' coverage in the US, MTV Networks' VH1 and CMT music brands will keep viewers informed of all the Live Earth activities. VH1.com will feature news reports and a live blog throughout the day, as well as a video playlist and photo flipbook at http://www.VH1.com. CMT will feature reports from New York's Giants Stadium on CMT Insider, its weekly country music entertainment show, beginning Saturday, 14th July at 2:00pm ET. The footage also will be available online at http://www.CMT.com.

Live Earth Coverage goes live 7 July on African channel MTV base (DStv Channel 88) & MTV (DStv Channel 85).