MTV Networks Partners With (RED)

MTV Networks Partners With (RED)

New (RED) Campaign to Debut on MTVN Thanksgiving Day Thursday, Nov. 23, at 9 p.m. (ET/PT)

VH1 Goes (RED) TODAY - Tuesday, Nov. 21

NEW YORK, Nov. 21 /PRNewswire/ -- MTV Networks, a unit of Viacom (NYSE:VIA)(NYSE:and)(NYSE:VIA.B), announced today that (RED), the groundbreaking initiative that marries the private sector with the buying power of the public to generate funds towards the fight to eliminate AIDS in Africa, will debut the 90 second (RED) Manifesto in a special "roadblock" across MTVN's channels. The roadblock is in support of and will build awareness of the (RED) effort to turn "Black Friday," the biggest shopping day of the year, into "(RED) Friday," the biggest giving day of the year. Companies whose products take on the (PRODUCT) RED mark contribute a significant percentage of sales profits to the Global Fund to finance AIDS programs in Africa.

The (RED) Manifesto is the first element of the (RED) TV campaign that will roll out across MTVN channels in the coming months. The MTVN television brands airing the new (RED) Manifesto include MTV, VH1, Comedy Central, Logo, VH1 Classic, VH1 Soul, MTV2, mtvU, CMT, The N, TV Land, Nick at Nite, MTV Tr3s, MTV Hits and MTV Jams.

In addition, today VH1 highlights its (RED) partnership all day. This includes incorporating (RED) branding in the on-air look and a full screen takeover with a (RED) message. VH1 will also run scrolling messages including "VH1 has gone (RED) ... Have you? JOINRED.com." (RED) messaging will also be ubiquitous on VH1.com with banners, a Logo takeover and promos running on VSPOT. VH1 is a longtime sponsor of The Global Fund to fight AIDS, Tuberculosis and Malaria, which is the beneficiary of all funds raised through (PRODUCT) RED.

"MTV Networks is proud to step up with the (RED) fight against AIDS in Africa," said Judy McGrath, Chairman and CEO, MTV Networks. "This initiative will continue to raise awareness and provide relief for the millions of people who are living with HIV/AIDS, many of whom have no access to treatment. We're happy that the power of the MTV Networks' brands and platforms can help spread the message."

The components of the (RED) Campaign on MTV Networks include:

* Following the "roadblock," the (RED) campaign will be added to the
regular channel rotation of several MTV Networks' channels.

* The (RED) campaign will be available to view on MTV.com, and will air on
the 800 square foot high-def screen overlooking New York's Times Square
during the week of the "roadblock."

* VH1 to add (RED)-branded logos on-air during the "roadblock"; the (RED)
logo and banners will takeover VH1.com, and the (RED) campaign will be
viewable on VSPOT.

* Beginning November 27 and throughout the week leading up to World AIDS
Day on December 1st, MTV News will premiere four new in-depth reports on
the latest in HIV prevention, treatment and vaccine development, and the
making of a new short film that tells the story of a young man who is
confronting the reality of living with HIV. MTV News Correspondent John
Norris will host each of these reports, and will be wearing (PRODUCT)
RED attire, provided by (PRODUCT) RED partners including Gap and Emporio
Armani. All of these reports will be available on demand at
think.mtv.com.

"As a world leader in content and programming, MTV Networks is an important partner and provides an ideal platform for building awareness and understanding of the (RED) initiative," said Bobby Shriver, co-founder and CEO of (RED). "This timing is especially important as we lead into the busiest shopping season of the year. MTVN is helping us remind consumers that they have the opportunity to shop and save lives this holiday season by choosing (RED)."

About (RED) and (PRODUCT) RED

(RED)'s primary objective is to engage the private sector in raising awareness and money for the Global Fund to fight AIDS in Africa. Companies whose products take on the (PRODUCT) RED mark contribute a significant percentage of profits from the products to the Global Fund to finance AIDS programs in Africa, with an emphasis on the health of women and children. Current partners are: American Express (U.K. only), Converse, Gap, Giorgio Armani, Motorola and Apple. MySpace.com is the first media sponsor in the United Kingdom. WWW.JOINRED.COM

About MTV Networks

MTV Networks, a unit of Viacom (NYSE:VIA)(NYSE:VIA.B), is one of the world's leading creators of programming and content across all media platforms. MTV Networks, with more than 130 channels worldwide, owns and operates the following television programming services - MTV: MUSIC TELEVISION, MTV2, VH1, mtvU, NICKELODEON, NICK at NITE, COMEDY CENTRAL, TV LAND, SPIKE TV, CMT, NOGGIN, VH1 CLASSIC, LOGO, MTVN INTERNATIONAL and THE DIGITAL SUITE FROM MTV NETWORKS, a package of 13 digital services, with all of these networks trademarks of MTV Networks. MTV Networks connects with its audiences through its robust consumer products businesses and its more than 100 interactive properties worldwide, including Atom Entertainment, GameTrailers.com, IFILM, Neopets, Xfire, Y2M, and online, broadband, wireless and interactive television services. MTV Networks also has licensing agreements, joint ventures, and syndication deals whereby all of its programming services can be seen worldwide.

Source: MTV Networks

CONTACT: Nakiah Cherry Chinchilla, +1-212-846-6492,
nakiah.cherry@mtvstaff.com

Web site: http://www.mtv.com/

-------
Profile: intent