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CABLE WORLD STAFF
MTV Staying Alive MTV is contributing to AIDS awareness with a triple whammy of original programming for MTV's U.S. and international networks for World Aids Day on Dec. 1.
Ricky Martin hosts Staying Alive 2, a follow-up to the 1998 Emmy Award-winning Staying Alive special hosted by George Michael. Shot this past summer in locations around the world, the half-hour program profiles six young people living with HIV and AIDS.
MTV is offering the program rights free to other broadcasters.
On top of that, MTV International will broadcast the Levi's and LIFEbeat Music With a Message benefit concert held in New York Nov. 21. Hosted by Total Request Live frontman Carson Daly and flame-haired R&B singer, Pink, the lineup includes The Corrs, 98 Degrees, Baha Men and Jessica Simpson.
The network also rolls out its new HIV/AIDS awareness PSAs Dec. 1, featuring Spice Girls Victoria Beckham and Mel B, Ozzy Osbourne, Jessica Simpson and other performers.
The day's programming will be branded with a World AIDS Day logo and will include VJs discussing the issues locally. The network has also created a Web site, www.staying-alive.org, to share health information and links to AIDS resources for viewers who want more information.
"Given that more and more young people are becoming infected on a daily basis, it is vital that MTV does everything possible to arm kids with the knowledge to protect themselves," says Bill Roedy, president of MTV Networks International and ambassador for UNAIDS.
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