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MTV Joins President Clinton At White House Conference On School Safety and Announces Comprehensive Anti-violence Campaign.



WASHINGTON and NEW YORK--(ENTERTAINMENT WIRE)--Oct. 15, 1998--

"FIGHT FOR YOUR RIGHTS: TAKE A STAND AGAINST VIOLENCE"

YEAR-LONG CAMPAIGN AIMS AT PROVIDING SOLUTIONS TO VIOLENCE

Young Adults See Violence As Single Most Important Issue

Affecting Their Lives

MTV MTV
 in full Music Television

U.S. cable television network, established in 1980 to present videos of musicians and singers performing new rock music. MTV won a wide following among rock-music fans worldwide and greatly affected the popular-music business.
 today announced a comprehensive, year-long campaign aimed at raising awareness Raising awareness is a common phrase advocacy groups use to justify a particular event, brochure or even the entire organization. Raising awareness refers to alerting the general public that a certain issue exists and should be approached the way the group desires.  and providing actionable solutions to youth violence. Today, President Clinton, at the White House Conference on School Safety, announced MTV's partnership with the US Departments of Justice and Education to help youth take a stand against violence and acknowledged the importance of MTV's campaign, which will begin in January 1999.

"Fight For Your Rights: Take A Stand Against Violence" will involve special programming, Public Service Announcements, grass roots grass roots
pl.n. (used with a sing. or pl. verb)
1. People or society at a local level rather than at the center of major political activity. Often used with the.

2. The groundwork or source of something.
 events, and MTV News MTV News is the news division of MTV, the first and most popular music television network in the U.S., as well as some of MTV's related channels around the world. MTV News began in the late 1980s with the program The Week In Rock  special reports all designed to give MTV's audience a voice in the national debate on violence and to provide them with tangible tactics to take a stand against violence.

Through partnerships with The Department of Justice, The Department of Education and the National Endowment of the Arts, MTV has developed a Youth Action Guide which will be distributed throughout the campaign. The guide will outline 5 different actions, aimed at engaging youth in solutions to violence, as well as providing alternative outlets to violence. MTV viewers will be able to receive the guide by calling a special 800 number that will be promoted throughout the year on MTV during programming and on-air promotion devoted specifically to the topic of youth violence. MTV will partner with cable distributors across the country on an extensive off-air campaign which will aim to reduce violence through local programs.

In addition, MTV is teaming up with the Recording Industry Association of America (RIAA (Recording Industry Association of America, Washington, DC, www.riaa.com) A membership association of music recording companies. Its goal is to promote the record label industry and protect the rights of copyright owners. It was a major contributor to the SDMI digital distribution system. ) and Nimbus Manufacturing to produce up to one million enhanced CDs which will include recordings and comments on violence from some of today's hottest artists and a CD ROM CD ROM Compact Disk Read Only Memory  focused on conflict resolution skills. The CD will be promoted on MTV and made available, free of charge, to any individual requesting a Youth Action Guide.

Violence is the number one concern of the 12-34 year old audience, according to according to
prep.
1. As stated or indicated by; on the authority of: according to historians.

2. In keeping with: according to instructions.

3.
 a poll conducted by Penn and Schoen exclusively for MTV. In addition, 12-34 year olds are the demographic group that is most affected by violence -- both as the victims and the aggressors.

Both on air and off, MTV will focus it's campaign on three different types of violence which most affect its young audience: Violence in the Schools; Violence in the Streets (hate violence and gang violence) and; Sexual Violence. Through high profile programming events, coverage in MTV News, and thought-provoking on-air promos, the campaign will aim at providing ideas and solutions beyond curfews and school uniforms. For example, MTV will partner with the American Psychological Association The American Psychological Association (APA) is a professional organization representing psychology in the US. Description and history
The association has around 150,000 members and an annual budget of around $70m.
 to produce a news program on "Warning Signs" with an 800 number and a guide directed at helping youth recognize the signs of potential violent behavior. Focusing on solutions, such as peer mentoring Peer Mentoring is a form of mentoring that takes place in learning environments such as schools, usually between an older more experienced student and a new student(s). Peer Mentors should not be confused with prefects. , conflict resolution programs, artistic responses to violence and youth advocacy groups, the campaign will give young people the tools to take a stand against violence.

In announcing the campaign, Judy McGrath Judy McGrath, (born 1952 in Scranton, Pennsylvania)[1]) is the current CEO of MTV Networks. Channels she directs include, other than the music channels, MTV, MTV2, and VH-1, Comedy Central, Nickelodeon, and TV Land. , President, MTV commented, "MTV is at its best when it gives our audience a voice to address their concerns. Clearly, violence affects their lives in a direct way, and it's incredibly timely and important for MTV to speak directly to these issues, and to offer some concrete action steps for viewers. If we can help one young person in trouble, this campaign will be a success."

MTV will work with the following partners to engage youth in solutions to violence: America's Promise America's Promise - The Alliance for Youth is a foundation started by Colin Powell in 1997 to help children and youth from all socioeconomic sectors in the United States. , Creative Partnership for Prevention, Harvard School of Public Health The Harvard School of Public Health is (colloquially, HSPH) is one of the professional graduate schools of Harvard University. Located in Longwood Area of the Boston, Massachusetts neighborhood of Mission Hill, next to Harvard Medical School and Cambridge, Massachusetts, , National Assembly of State Arts Agencies, National Center for Conflict Resolution Education, National Institute for Dispute Resolution, National Institute for Dispute Resolution and Conflict Resolution Education, The National Mentoring Partnership, National Youth in Action Campaign, The National Youth Network, PAX and Rock the Vote.

Detailed programming and off-air plans for "Fight For Your Rights: Take A Stand Against Violence" will be announced later this year.

MTV Networks, a unit of Viacom Inc., owns and operates five cable television programming services -- MTV: Music Television, M2, VH1, Nickelodeon/Nick at Nite, and Nick at Nite's TV Land -- all of which are trademarks of MTV Networks. Information about MTV and M2 is available on MTV Online, on America Online (Keyword: MTV) and the World Wide Web (http://mtv.com).
COPYRIGHT 1998 Business Wire
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1998, Gale Group. All rights reserved. Gale Group is a Thomson Corporation Company.

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Publication:Business Wire
Geographic Code:1USA
Date:Oct 15, 1998
Words:736
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