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MTV Launches ‘think MTV’ Initiative

5/17/2005 11:13 AM Eastern

MTV: Music Television wants its viewers to “think.”

The network said Tuesday that it has launched pro-social initiative “think MTV,” which “will inform and empower young people to take action on issues including education, discrimination, the environment, sexual health and global concerns.”

MTV said the tag line "Reflect - Decide - Do" will appear on-air and online, with a special think icon appearing during programming that reflects issues of concern.

The network will also section of MTV.com (www.mtv.com) solely to providing resources on the issues young people care about most, including steps on how to take action locally.

“Since MTV's inception, our audience has demanded information on the issues that matter most in their lives, from the onset of the AIDS epidemic in the 1980s right through the tsunami-relief efforts in January," MTV Networks Music Group/Logo and MTV Films president Van Toffler said in a prepared statement.

"The 'think MTV' initiative will be a new way to connect young people with the world around them in a variety of ways -- from on-air programming to online resources to grassroots efforts in their own communities,” he added. “If our audience wants to get more information on an issue they care about and learn how they can get involved in that issue locally or globally, they will be able to turn to 'think MTV' for all of the tools they need."

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