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

  • SCANDAL - "Over A Cliff" -

    'Scandal' Series Finale Recap: The Gladiators Say Goodbye in 'Over A Cliff'

    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 […]

  • Bart Peters

    Former Audience Network Exec Bart Peters Launches Big Branch Productions

    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 […]

  • David Hogg

    TV News Roundup: Freeform, ABC News Team for 'Parkland: For Our Lives' Special

    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 […]

  • Henrik Bastin UTA

    'Bosch' Producer Fabrik Entertainment Signs With UTA (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 […]

  • Pilot -- Upon learning that Lesley

    CBS Pulls Comedy 'Living Biblically' Off Schedule

    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 […]

  • Hulu Orders Middle School Comedy 'PEN15'

    Hulu Orders Middle School Comedy 'PEN15'

    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 HANDMAID'S TALE -- The Emmy-winning

    Everything We Know About 'The Handmaid's Tale' Season 2

    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