ALL HIV/AIDS AWARENESS PROGRAMMING & PSAs AVAILABLE RIGHTS FREE TO ALL BROADCASTERS WORLDWIDE

New York/London, October 3, 2002 – Two history-making concerts will take place – in Cape Town, South Africa on November 23, featuring Grammy winning artist Alicia Keys and local artists and in Seattle, Washington on November 7, featuring multi-platinum acts Missy Elliott, Dave Matthews and others. Both concerts will be edited together to premiere on MTV channels worldwide on World AIDS Day, December 1, as a 90-minute commercial-free special, MTV Presents Levi's Jeans Staying Alive Concert in Association With YouthAIDS. The concerts will be held as part of an unprecedented HIV/AIDS awareness partnership for youth between business, media, non-government organizations (NGOs) and charitable foundations. The partnership was announced today by MTV: Music Television, owned by Viacom Inc. (NYSE: VIA, VIA.B), the Levi's brand, the Bill & Melinda Gates Foundation, the Paul G. Allen Charitable Foundation, Population Services International's YouthAIDS and UNAIDS (the Joint United Nations Program on HIV/AIDS). Additional talent announcements will be made in the coming weeks.

The concert special, as well as additional HIV/AIDS awareness programming, is being offered rights free to broadcasters worldwide to get positive health messages out to the widest audience possible; it is estimated the concert will be seen by a potential global audience of more than two billion people. MTV recently signed a memorandum of understanding with the European Broadcasting Union, the largest association of public service broadcasters, to distribute the programming to 70 additional broadcasters in 51 countries reaching 290 million households. The special will be seen by more than 377 million households in 166 countries on MTV channels in the Asia Pacific, Europe, Latin America, North America, and Russia.

The unique partnership aims to fight the stigma and discrimination surrounding HIV/AIDS, prevent further infections and empower youth to make informed decisions. The collaborative effort is being produced in conjunction with MTV International's Staying Alive campaign (www.staying-alive.org) as well as the MTV U.S. yearlong sexual health campaign, Fight For Your Rights: Protect Yourself (www.fightforyourrights.mtv.com). The Cape Town concert will be held at Greenpoint Stadium on November 23 and will also feature a line-up of local artists to be announced soon, and the Seattle event will be held on November 7 at Experience Music Project. The concerts are being made possible by the financial support of the Levi's brand, the Bill & Melinda Gates Foundation and the Paul G. Allen Charitable Foundation. UNAIDS acts as the partnership's advisory on HIV/AIDS, as well as the nonprofit organization Population Services International (PSI).

"This remarkable partnership is mobilizing so many different sectors of society to help to raise further awareness of the devastating impact of HIV/AIDS across the globe and what can be done about it," commented Bill Roedy, President of MTV Networks International and Ambassador, UNAIDS. "By hosting these historic concerts in Cape Town and Seattle, which will feature diverse local and international artists, we hope to unite young people across the globe and actively engage them in the fight against HIV/AIDS. MTV has a non-negotiable responsibility to reach out to young people on this issue, and I challenge other broadcasters to air the concert no strings attached so that HIV/AIDS prevention messages extend to the largest possible audience across the globe."

 "With more than 50% of all new HIV/AIDS infections occurring among people under the age of 25 around the world, this disease is reaching crisis proportions among young people globally. The good news is, that through education, awareness, and diligence, this disease is wholly preventable," commented Brian Graden, President, Entertainment, MTV/VH1 U.S.  "Since MTV has the eyes and ears of so many young people worldwide, the network is 100% committed to employing every possible resource to raise awareness of this deadly epidemic and to empower our audience with the knowledge they need to protect themselves. We are so proud to be part of this amazing international partnership."

"We're pleased to participate in this partnership that will focus on raising awareness and support of HIV prevention efforts, especially among young adults," said Bill Gates, co-founder of the Bill & Melinda Gates Foundation. "We can avert millions of new HIV infections, but only if we increase access to prevention tools for those around the world who are most at risk."

"The Levi's brand continues its 20 year commitment in the fight against HIV/AIDS by being a part of this important global partnership," said Robert Hanson, Levi's brand president, U.S. "As a brand entrenched in youth culture and the music that envelopes it, we at Levi's recognize the important role we can play in educating the youth of the world about HIV/AIDS through events like this."

"We're proud to support this project and unique partnership," said Paul G. Allen, founder of the Paul G. Allen Charitable Foundation and the Experience Music Project museum. "The global AIDS crisis calls for a new level of response. It is more important than ever to encourage change and help people take care of themselves and each other. The vital work that YouthAIDS is doing, along with the concert and broadcast elements, offers a critical and timely opportunity to engage and inspire our world's youth."

"PSI launched the global initiative YouthAIDS to help mobilize corporations in the fight against HIV/AIDS prevention," said Richard Frank, President, PSI. "PSI's partnership with MTV on the Staying Alive Concert will help extend the reach of HIV/AIDS prevention efforts by speaking to adolescents in a language they understand, using their favorite music, talent and brands."

"This dynamic partnership targeting young people is key to educating youth about the risks of HIV, preventing future infections, and breaking down the walls of stigma and discrimination surrounding the epidemic," said Peter Piot, UNAIDS Executive Director. "By involving the music industry, business, and private foundations, we hope to maximize the impact of this campaign and make a difference in the lives of young people."

MTV International launched its Staying Alive multimedia HIV/AIDS awareness campaign for youth at the 14th International AIDS Conference in Barcelona this past July. Developed in partnership with the Kaiser Family Foundation and the YouthNet program spearheaded by Family Health International, the campaign includes special programming, a dedicated, informative Web site, public service announcements and locally produced events and initiatives. Fight For Your Rights: Protect Yourself is the latest installment in MTV's Emmy award winning Fight For Your Rights pro-social initiative in the U.S. Developed in partnership with the Kaiser Family Foundation, the yearlong campaign focuses primarily on HIV/AIDS, other sexually transmitted diseases (STDs), and unintended pregnancy. It includes special programming; public service messages; one of the most comprehensive sexual health Web sites for youth; grassroots events and advocacy opportunities; and an extensive resource and referral service, including a free sexual health guide.

Levi Strauss & Co. has leveraged its influence and resources in the fight against HIV/AIDS for the past 20 years. Through Levi Strauss & Co. and Levi Strauss Foundation funding, education programs, and strategic partnerships, the Levi's brand continues its leadership role in reducing the spread of HIV/AIDS globally.

The Paul G. Allen Charitable Foundation promotes the health development of vulnerable populations and strengthens families and communities in the Pacific Northwest. The Foundation invests in effective organizations that address significant community needs, reflect best practices, leverage public and private resources, and contribute to lasting social change. Based in Seattle, the Foundation is one of six foundations established by investor and philanthropist Paul G. Allen to support high-impact charitable endeavors in the areas of health and human services, music and the arts, technology in education, medical research and forecast protection.  Visit the foundations online at www.pgafoundations.com.

YouthAIDS is a global initiative implemented by Population Services International (PSI) working in over sixty countries to educate and protect adolescents from HIV/AIDS. PSI's global network delivers health education, products and services for HIV/AIDS prevention, family planning, malaria prevention and maternal and child health.  Using private sector and commercial marketing techniques, PSI helps lower income populations enjoy better health.  Where public health care facilities are scarce or overtaxed, PSI fills a critical gap.

UNAIDS brings together the efforts and resources of eight United Nations organizations to help the world prevent HIV infections, care for those already infected, and mitigate the impact of the epidemic. Its aim is to help mount and support an expanded response to AIDS – one that engages the efforts of many sectors and partners from government and civil society.

MTV: Music Television is the world's leading multimedia brand for youth and can be seen in more than 377 million households in 166 countries via 38 channels in 18 languages in Asia, Australia, Canada, Europe, Latin America, Russia and the U.S. MTV's holdings also include 21 locally operated Web sites worldwide as well as publishing, home video, radio, recorded music, licensing & merchandising and a feature film division, MTV Films. MTV is a trademark of Viacom International Inc. (NYSE: VIA, VIA.B).

To air any MTV HIV/AIDS-related programming free of charge, contact: Simon Goff in London at +44 (0) 20 7478 6182 or via e-mail ([email protected]).

Notes to Editors:

• Specially created artwork of the MTV logo with red ribbon is available from the contacts below, along with photos of all participating artists.
• To apply for media accreditation for the Cape Town event, contact Michael Anetakis below. 
• To apply for media accreditation for the Seattle concert, contact Allison Bennett below.

Media Contacts:

Allison Bennett    
MTV U.S. Communications   
Tel: +1 212 846 8655   
E-mail: [email protected] 

John Ordona     
Levi Strauss & Co.    
Tel: +1 415 501 7568   
E-mail: [email protected]   

Kate Roberts     
PSI      
Tel: +1 202 785 0072   
E-mail: [email protected]   

Rob Hooper
MTV Networks International
London
Tel: +44 (0) 20 7478 6520
E-mail: [email protected]

Michael Anetakis
Big Concerts – Cape Town
Tel: +2721 422 3500
E-mail: [email protected]

Jason J. Hunke
Paul G. Allen Charitable Foundations
Tel: +1 206 342 2000

E-mail: [email protected]