CONTENT Programming to Scroll a List of Hate - Crime Victims

2001 Anti -violence campaign "Fight for Your Rights: Take a Stand Against Discrimination" debuts. It includes the film "Anatomy of a Hate Crime," exploring the 1998 murder of gay college student Matthew Shepard. For 17 hours, MTV pre -empts CONTENT programming to scroll a list of hate - crime victims. MTV Networks International, in conjunction with STILL KING Levi's Jeans and YouthAlDS, launches two Staying Alive BY MICHAEL PAOLETTA concerts focused on HIV/AIDS PROGRAMMING DRIVES awareness in Cape Town, South MTV'S EXPANSION Africa, and Seattle. Performers include Alicia Keys, Missy Elliott and Dave Matthews.

When the annual MTV Video Music Awards touch down Aug. 31 in New 2002 York, older viewers who recall the channel's first awards show in 1984 "The Osbournes" debuts and becomes may not a successful reality series, chronicling know what hit them. Indeed, this is not your mama's MTV - the daily life of metal legend Ozzy or your older sister's, for that matter. The 2006 edition of the VMAs Osbourne; his wife, Sharon; and two of will be a multiscreen experience carried on all MTV platforms, their children, Kelly and Jack. The encompassing TV, wireless, video on demand (VOD) and broadband. show wins a prime -time Emmy Award. MTV Films' "Jackass: The Movie" way, In this and for the first time in their history, the VMAs will give grosses in excess of $80 million music fans uncensored access to onstage and backstage activities. worldwide. MTV2 launches the $2 Bill Dave Sirulnick, executive VP of MTV multiplatform pro- concert series with the Strokes. duction, news and music, and executive producer of the Awards shows debut in Singapore, VMAs, is particularly excited about this year's awards show. Romania and Japan. The MTV Video "With our broadband channel, Overdrive, we'll be able to Music Awards Latin America debut in bring the viewer even closer to the action," he says. "A live Miami. MTV Live, designed for parallel experience, produced on the back of a TV show, will be created." broadband viewing, debuts in Sweden.

According to Sirulnick, Overdrive will feature all the behind - the- scenes action. So, while the VMAs are airing live on MTV, Overdrive will air "VMA Live: Backstage Uncensored." 2003 Sirulnick says a sizable portion of the MTV audience keeps At the Video Music Awards in New its computers on while watching TV. "So, while a band is per- York, Madonna forming onstage, viewers might see interviews happening sings and smooches in hallways backstage. Or viewers might find themselves in with Britney Spears and Christina a production truck. It's the stuff you normally wouldn't see Aguilera, making global headlines. unless you were working on the show." MTV Films' "Tupac Resurrection" Such a 360 -degree approach to the VMAs is new for MTV. depicts the life and times of the But such multiplatform programming is not new to MTV late, legendary rapper told through overall. During the past 12 months -among MTV, MTV.com, Overdrive, MTV2 and mtvU -the brand has focused on his own words. The film is nominated spreading its content across numerous platforms, from the for an Academy Award for best VMAs to reality TV shows like "The Real World." documentary, feature. "Newlyweds," Confused? Don't be. MTV no longer creates content solely with lovebirds Jessica Simpson and for its mothership, the TV channel. When it greenlights shows Nick Lachey, debuts. MTV2 launches like "The Hills" and "Laguna Beach," MTV execs are con- "Subterranean" to showcase templating ways to repurpose the content on every MTV - branded platform. Throughout, the content must remain alternative rock and "Sucker Free engaging and entertaining. Sunday" for hip -hop. A sizable portion of the MTV audience keeps As for those who can't seem to find the "M" in "MTV," it's their computers on while watching TV, safe to say that these individuals are not tuning in to the executive VP DAVE SIRULNICK says. proper platform. Witness recently continued on »p54 WHO'S W JOSE TILLA TIM ROSTA MATT BOSTWICK JOANNA BOMBERG, Senior VP, 'music program- Senior integrated Se or ;'a c' se VP, music and talent, MTV ming and talent strategy, marketing development Oversees all music artist MTV Tr3s and MTV Networks Supports and promotes Leads efforts to develop bookings across multiple Latin America MTV's creative vision and next-generation media MTV networks as well as Leads MTV Tr3s and global brand image by cre- models for MTVN Music for MTV Overdrive and MTVLA's music program- ating marketing and inte- Franchises. various online platforms. ming and talent strategy, gration opportunities for handling all music content, advertising partners. talent and artists relations.

52 SEPTEMBER 2, 2006