âThe MTV Asia Aid event is about empowering viewers everywhere to continue supporting the relief efforts. MTV has a role to play in these efforts based on our unique connection with young people globally. This global music event is taking place in Thailand, home to a rich and vibrant music culture, and it will provide the perfect venue from which to launch the worldwide initiative,â said Frank Brown, President, MTV Networks Asia Pacific.
The majority of the donations raised will be contributed to UNICEF, with funds in Thailand also going to the âRajaprajanugroh Foundation under the Royal Patronageâ and âThe Government House â Disaster Relief Fundâ; and funds in India also going to the Prime Ministerâs Relief Fund. To learn more about how to donate via online, SMS or other means, go to www.mtvasiaaid.com.
âMTV Asia Aid will help to maintain the worldâs attention on the devastation and loss that the tsunami has caused for millions of people,â said Richard Bridle, Deputy Regional Director, UNICEF. âThe continued support of the world community will play an ever growing role as families, local communities, and government come together to bring relief to those affected and in the long term reconstruction effortâ.
CNN, the worldâs largest news network, will provide nine originally produced vignettes chronicling the human element of tragedy in the aftermath of the tsunami. The intimate video-montage pieces, featuring first hand accounts of the survivors, will air through out the show, and will serve to inform the viewers of the continuing need for relief efforts in the region.
âWhile tens of thousands died and many more are still missing, the human tragedy for those that survived the tsunami continues to grow. By combining the resources of CNNâs teams still working in the affected region with MTVâs Asia Aid, we can highlight the ongoing reconstruction efforts and the difficult process of healing for the people around the Indian Ocean,â said Rena Golden, Senior Vice President, CNN International.
A new creative direction has been specially designed to complement the showâs new positioning as a benefit event. A palm tree logo has been created to signify the resilience and spirit of the people affected, and as a potent symbol of life in the regions affected. During the event messages of hope and support from viewers around the world will be scrolled on large screens at the back of the stage, enabling people everywhere to be part of the relief effort.
In an effort to spread the appeal and messages of hope to the widest possible audience, MTV Networks Asia will be making MTV Asia Aid available rights free and at no cost to all broadcasters globally. Together with MTVâs global network of channels reaching a potential audience of more than 1 billion people, the goal is that the event will be seen in more than three-quarters of the worldâs television households.
The MTV Asia Awards 2005 will air as a separate one-hour show featuring taped segments on the nominees and winners. Airdates and times will be announced separately.
(Information provided by MTV Asia)