 |
       |
|
||||||||||||||||||||||||||||||
|
 |
|
ABU, MTV behind AIDS initiative MIP NEWS: The UN's Global Media AIDS Initiative (GMAI) that headlined events at MipTV earlier this week has triggered a cooperative production venture in the Asia Pacific region. HIV/AIDS-themed programming is to be produced and made available rights-free. The Asia-Pacific Broadcasting Union (ABU), UNDP's Asia-Pacific Development Information Programme (UNDP-APDIP), MTV Networks International and Kaiser Family Foundation have teamed up with 12 TV producers in the Asia Pacific region to coproduce HIV/AIDS Reports, a series of programmes to raise awareness of the global health epidemic drawing on specific grass-root initiatives in the region. "The Asian-Pacific region faces a critical moment in its effort to stem the tide of HIV/AIDS," said Tina Hoff, vice president and director of Entertainment Media Partnerships, Kaiser Family Foundation. "Through sustained efforts the media can play a critical role in breaking the silence and mobilising society to confront HIV/AIDS."  The HIV/AIDS Reports will focus on the implications of the epidemic in the contributing producer's home country, emphasising the human or social dimension. Finished programmes will be available to exchange between participating broadcasters, as well as to all ABU's member broadcasters."This partnership is a key building block in encouraging and training broadcasters about raising awareness of HIV and AIDS," said Bill Roedy, vice chair, MTV Networks. "Crucially, these workshops will enable the broadcasters to develop a series of rights-free, shared programming, which will reach millions of people across the Asia-Pacific." MTV Networks International is contributing an executive producer to provide creative and technical support to the participating producers drawing on the achievement of its long-running Staying Alive campaign. The Kaiser Family Foundation is providing its HIV/AIDS communication expertise. Meanwhile, ABU will play a coordinating role across its 140 member broadcasters in 54 countries. Lastly, UNDP-APDIP will be coordinating responses and support from sister UN agencies and other international development organisation and is assigning a project manager to the overall initiative. "Media practitioners on the ground can provide one of the clearest and strongest reflections of what is truly happening in the region. This partnership is an acknowledgement of the effective role that the media can play… to highlight the challenges that are facing the region, especially in the context of changing the unfounded stereotypes of people living with HIV/AIDS," said Shahid Akhtar, programme coordinator, UNDP-APDIP. MTV's Roedy was appointed chair of the overall leadership (GMAI) committee in its second development stage by UN Secretary-General, Kofi Annan earlier this week. Gün Akyuz 15 Apr 2005 © C21 Media 2005 
|
|
|
|
|
|
|
