 |
       |
|
||||||||||||||||||||||||||||||
|
 |
|
MTV aims to switch global warming MTV is launching a worldwide multi-platform campaign in an attempt to slow global warming, with 'green' versions of shows like Pimp My Ride and ads that will be made available free to third-party broadcasters. MTV Switch, an initiative from MTV Networks International, will kick off tomorrow across the Viacom company's channels in over 160 markets, as well as online and on mobile phones. Celebrities including Sophie Ellis-Bextor and Enrique Iglesias will help push the campaign, encouraging young people to do simple things like switch to energy-saving light bulbs and unplug their mobile phone chargers. MTV will also air longform and shortform programming highlighting the importance of energy efficiency, including an edition of Pimp My Ride featuring a souped up Chevy made to run on biodiesel. Two short documentaries produced by Element will also air under the MTV Switch banner: Tine and Ifie, documenting the devastating effects of a Nigerian oil spill; and Tia, chronicling the environmental repercussions of illegal lumbering in Papua New Guinea. Half a dozen ad agencies have also lined up to create a range of public service announcements that will air on MTV's own networks but are also being offered rights-free and cost-free to all broadcasters and content distributors around the world for use on-air, online and on mobile. Over 25 broadcasters have already been confirmed to air the campaign, including the Community Channel (UK), RTP (Portugal), ERT (Greece), UJRT (Serbia), LBC (Lebanon), Metro TV (Indonesia), ITV (Tanzania) and TV6 (Trinidad). "We are facing a tipping point on climate change and we need to act now," said MTV Networks vice-chairman Bill Roedy. "The MTV Switch campaign seeks to empower our viewers to make simple behavioural changes to have a profound impact on conserving energy." Jonathan Webdale 13 Jun 2007 © C21 Media 2007 
|
|
|
|
|
|
|
