You will be redirected back to your article in seconds

Viacom to fight AIDS

Co. enlists public-service army

NEW YORK — A new army, bristling with gung-ho firepower, has joined the war against AIDS.

Viacom Inc. will pour more resources into the AIDS battle than for any other public-service push in its history, enlisting, among others, CBS, UPN, all of its cable networks (led by MTV and Nickelodeon), all 180 of its Infinity radio stations, Blockbuster retail stores and a forest of billboards across the U.S.

For 2003 alone, Viacom plans to unleash a blizzard of spots across these platforms that will be worth $120 million. In conjunction with the Henry J. Kaiser Family Foundation, Viacom will produce a number of AIDS-related spots, some for a general audience and others targeting specific groups such as teens, gay men and lesbians, minorities and women.

Led by Sumner Redstone, chairman-CEO of Viacom, and Mel Karmazin, president and chief operating officer, Viacom has organized meetings with producers of primetime scripted series to try to incorporate safe-sex messages into one or more of the episodes. Series owned by Viacom include “Frasier,” “Enterprise,” “The District,” “Queer as Folk” and “Girlfriends.”

Viacom’s syndicated TV shows also will get marching orders to be aware of the anti-AIDS campaign. These include “Oprah,” “Wheel of Fortune,” “Dr. Phil,” “Judge Judy,” “Jeopardy!” and “Entertainment Tonight.”

Karmazin said: “As the largest collection of ad platforms in the industry and a leading creator of entertainment and information, Viacom is uniquely suited to get the word out.”

More TV

  • Charlie Rose Sexual Misconduct

    Charlie Rose's Walter Cronkite Award Revoked by Journalism School

    NEW YORK — A new army, bristling with gung-ho firepower, has joined the war against AIDS. Viacom Inc. will pour more resources into the AIDS battle than for any other public-service push in its history, enlisting, among others, CBS, UPN, all of its cable networks (led by MTV and Nickelodeon), all 180 of its Infinity […]

  • Peter Baldwin

    Emmy-Winning TV Director Peter Baldwin Dies at 86

    NEW YORK — A new army, bristling with gung-ho firepower, has joined the war against AIDS. Viacom Inc. will pour more resources into the AIDS battle than for any other public-service push in its history, enlisting, among others, CBS, UPN, all of its cable networks (led by MTV and Nickelodeon), all 180 of its Infinity […]

  • THE 91ST ANNUAL MACY'S THANKSGIVING DAY

    NBC Feasts on Strong Turnout for Thanksgiving Day Parade, Football

    NEW YORK — A new army, bristling with gung-ho firepower, has joined the war against AIDS. Viacom Inc. will pour more resources into the AIDS battle than for any other public-service push in its history, enlisting, among others, CBS, UPN, all of its cable networks (led by MTV and Nickelodeon), all 180 of its Infinity […]

  • imagine dragons

    Imagine Dragons Rules TV Ads With 'Believer,' 'Thunder'

    NEW YORK — A new army, bristling with gung-ho firepower, has joined the war against AIDS. Viacom Inc. will pour more resources into the AIDS battle than for any other public-service push in its history, enlisting, among others, CBS, UPN, all of its cable networks (led by MTV and Nickelodeon), all 180 of its Infinity […]

  • Jon Barnthal Remote Controlled Podcast

    Remote Controlled: 'The Punisher' Star Jon Bernthal on Why the Role Scared Him

    NEW YORK — A new army, bristling with gung-ho firepower, has joined the war against AIDS. Viacom Inc. will pour more resources into the AIDS battle than for any other public-service push in its history, enlisting, among others, CBS, UPN, all of its cable networks (led by MTV and Nickelodeon), all 180 of its Infinity […]

  • Hakeem Kae-Kazim to Play Cesil Colby

    Hakeem Kae-Kazim to Play Cesil Colby in ‘Dynasty’ (EXCLUSIVE)

    NEW YORK — A new army, bristling with gung-ho firepower, has joined the war against AIDS. Viacom Inc. will pour more resources into the AIDS battle than for any other public-service push in its history, enlisting, among others, CBS, UPN, all of its cable networks (led by MTV and Nickelodeon), all 180 of its Infinity […]

More From Our Brands

Access exclusive content