MTV Going Dark To Take Stand Against Discrimination
For the first time in its 20 year history, MTV will go dark on Jan. 10 at 10 p.m. ET/PT). In place of music videos and series such as "Road Rules" and "The Real World," the cable network will air a coFor the first time in its 20 year history, MTV will go dark on Jan. 10 at 10 p.m. ET/PT). In place of music videos and series such as "Road Rules" and "The Real World," the cable network will air a continuous on-screen scroll listing the names of hundreds of U.S. hate crime victims.
The action will follow the premiere of "Anatomy Of A Hate Crime," which explores the 1998 murder of University of Wyoming student Matthew Shepard, and an MTV News special on hate crimes, which will kick off MTV's year-long "Fight For Your Rights: Take A Stand Against Discrimination" campaign. The scroll will run continuously and commercial free for seventeen and-a-half hours, ending Jan. 11 at 3:30 p.m. ET/PT.
Throughout the year-long campaign, the network will work with various civil organizations to inform its youthful audience on ways to take action against all types of discrimination -- including racial, religious, ethnic, gender, sexual orientation, and physical and/or mental ability biases. Broadcast specials, artist profiles, news segments, public service announcements, a free action guide on ways to take a stand against discrimination, and a coordinated effort involving the network's Web site are all part of the plan.
Partners in the initiative include the Anti-Defamation League, the National Conference For Community And Justice, the Southern Poverty Law Center, the Leadership Conference On Civil Rights, the Gay, Lesbian And Straight Education Network, National Mental Health Awareness Campaign, SHiNE (Seeking Harmony in Neighborhoods Everyday), and the Human Rights Campaign.