MTV to change look of programming for King holiday

20 Jan 2015 | Author: | No comments yet »

Common Discusses Race Relations with MTV for Martin Luther King Day (VIDEO).

“Our aim is to jar audiences into having what we’re calling ‘The Talk’ – candid, confident and ‘color brave’ conversations on race and bias,” a MTV rep tells PEOPLE.Viacom’s MTV said its programming would appear in black and white on Monday, January 19, in an effort to generate talk about racial issues on Martin Luther King Day. “Our audience is looking for a way to bring the national conversation on race into their homes and this campaign will give them a forum to express true color bravery,” said Stephen Friedman, president of MTV, in a statement. Throughout the day, every commercial block will begin with personal reflections on race from familiar faces including Selma director Ava DuVernay, the film’s star David Oyelowo, rappers Kendrick Lamar and Big Sean, singer Jordin Sparks, rocker Pete Wentz, Sen. The broadcast event is the latest initiative to come out of MTV’s Look Different anti-bias campaign, which promotes dialogue about race, gender and sexuality.

The campaign partnered with NAACP and other civil rights groups last summer to create commercials after the fatal shooting of Michael Brown in Ferguson, Mo. Cory Booker and more. “America and race relations – we have to acknowledge it,” Common says in the video. “I think everybody overall wants the same results and that’s a better place, a place where everybody can just connect and not worry about like what color this person is or what their religion is.” “MLK today means hope. … He means love,” Common continues. “He means a human being that has shown us that we can not only be heroes but that we are people an we can do great things.”

The project also aired a special segment called Laverne Cox Presents: The T Word, in which the Orange Is the New Black actress took viewers inside the lives of transgender youth. It’s a day when we’re immersed in the history and his great legacy, and we can look back at how far we’ve come and, very importantly, look ahead at how far we still need to go.” However, while this campaign is certainly a historic one, it isn’t the network’s first attempt to highlight the importance of diversity with its slot on the silver screen. According to the research, many millenials were raised to believe they should treat everyone the same, and not acknowledge racial differences and other cultural distinctions.

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