MTV is now in its 27th year, and I have no shame in saying I’ve watched it evolve every step of the way. I remember going to my neighbor’s house before my parents had cable to watch my first music video; I remember shows like Yo! MTV Raps and Headbanger’s Ball; I was there for the first season of The Real World (and was a loyal fan for at least the next 10 seasons); I even swooned over some guy named Carson Daly when I turned on TRL:http://www.mtv.com/ontv/dyn/trl/series.jhtml [1] after school.
Through it all, MTV has not only demonstrated a sustained impact on popular culture, but has brought to light the social issues that have moved my generation to action. MTV made us realize it was ok to talk about topics like teen sex, homosexuality, war, politics, and everything in between.
While MTV can be credited for being the first to the table for many things, it wasn’t until recently that it had a clear strategy for engaging its viewers online. Last year Think.MTV.com [2] launched as an entirely pro-social online community where young people could come together with their friends and some of the biggest names in pop culture to discuss important issues and take action.
While it’s still early to determine the impact the site is having overall, it’s important to recognize MTV for creating a safe space for its viewers to come and take action both on and offline. (I should also offer as full disclosure that the Case Foundation was one of four initial investors in the Think site.)
Today on TRL (sans Carson Daly) a new contest “Do Good. Go to the VMAs” was announced to reward young people for doing good, while exposing them to hundreds of organizations on Think.MTV.com where they can take action. To enter, visit Think.mtv.com, join the “Do Good. Go to the VMAs” group, tell the world about your summer volunteer activities … and get a chance of winning two tickets to September’s Video Music Awards.
Rock on.
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