Monday night's (June 1) effort was dedicated to the victims of police brutality.
ViacomCBS networks including BET, VH1, MTV and Comedy Central went dark for nearly nine minutes on Monday night (June 1) to make a very poignant statement. The channels cut to a black screen with the words "I Can't Breathe" on it and a timer that counted down from 8:46.
That was the amount of time a white police officer used his knee to kneel on the neck of black Minnesota resident George Floyd, whose death in police custody has set off a week of demonstrations across the country and the world as part of a movement to fight police brutality against black and brown men and women.
According to CNBC, ViacomCBS' entertainment and youth networks -- MTV, Comedy Central, Paramount Networks, VH1, TV Land, CMT, Logo and partner brands CBS Sports, BET and Nickelodeon -- ran the spot at 5 p.m. ET. Chris McCarthy, president of the Entertainment & Youth Group, explained the decision to employees in an email.