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MTV Responds to Tragic Disaster in Burma With Message of Support in New Public Service Announcement
Thursday, May 15, 2008
NEW YORK, May 15 /PRNewswire/ -- MTV Networks International, owned by
Viacom Inc. (NYSE: VIA, VIA.B), has announced its collaboration with global
advertising agency Ogilvy & Mather and filmmakers from creative production
company Shilo in creating an urgent TV spot compelling the global community to
act in the face of the recent tragedy in Burma. The 90-second public service
announcement will be distributed to participating MTV networks worldwide,
video-sharing websites and displayed on MTV's 25-by-40 foot HD screen in New
York City's Times Square.
Created using innovative filmmaking techniques, the film utilizes
unshakeable imagery of military planes releasing flowers across Burma as a
powerful but peaceful medium to call for international support and relief for
the survivors. With the powerful melody from the feted virtuoso pianist
Chopin, viewers will watch the beautiful red flowers float and dance towards
Burmese soil.
The piece encourages viewers to visit and explore www.noneofusarefree.org,
a dedicated website that raises awareness of the situation in Burma. The site
also enables visitors to donate to the International Red Cross. Set up as an
initiative by the Burma Arts Board, the site brings together arts and media
content to highlight the problems facing the country. In response to the
disaster, the site has been re-purposed to solely encourage donations to the
relief effort.
"The pictures of the shocking disaster in Burma are harrowing. As days
are lost in the delay to get international relief into Burma, the situation
grows more severe and the need for funds to help Burma's people, is growing.
To a people, who before this disaster were already struggling against all
odds, this spot is a message of solidarity. We urge the global community to
donate to the ongoing relief effort," said Bill Roedy, Vice Chairman, MTV
Networks International.
"Since long before this disaster occurred, the people of Burma have been
oppressed: They have not been free to express themselves," began Shilo
co-founder, creative director and director Andre Stringer. "Speaking on
behalf of a group of individuals who make art everyday for our livelihoods, we
place a tremendous value on personal expression. We realized that this
project could help to make a difference for a nation of more than 55 million
people, and after the cyclone hit, that we could make some slight changes to
the film and the campaign site and possibly have an even greater positive
impact, at a time when their needs are even more desperate."
"As Cyclone Nargis tore across Burma, the world witnessed one of the worst
natural disasters in history," said Suki Dusanj. "Since then, the world has
watched the military Junta block aid from reaching those who need it so
desperately. It is our hope that this Burma Viral will circulate around the
world and into Burma, and bring about the changes necessary to make the aid
and rescue efforts effective."
"Everyone I met at Shilo was just automatically going above and beyond ...
and that to me is what filmmaking is all about," added Carl Le Blond of Ogilvy
& Mather. "It's about complete collaboration, to actually make something
better than just a script. The process itself was an absolute joy. At every
moment where we reviewed something, it was a delight, because it was much more
than one would normally expect, just by the sheer commitment of the people
involved.
Continued Le Blond, "As the film broke Cyclone Nargus hit, causing untold
loss of life and devastation across the country. We immediately altered the
spot to recognize the immediate need for aid. In the last few days though, the
initial point behind the film has become even more relevant as we witness the
military regime in Burma apparently doing nothing. I believe this film can
help to motivate people to donate to the current crisis but also to put
pressure on the current regime to change things for the better for these peace
loving people."
About Shilo
Shilo is an Emmy Award-winning creative production company representing a
group of filmmakers led by directors Jose Gomez and Andre Stringer.
Internationally known for creating original and commissioned work that is
powerful, provocative and visually extraordinary, Shilo's deeply held passions
for design-infused storytelling and their innovative applications of
live-action, design, and animation techniques deliver breakthrough experiences
for screens large and small. From its studios in New York and Del Mar,
California, where recent projects have spanned short films, commercials and
music videos, Shilo has the capacity and experience to originate ideas and
handle all aspects of production. Shilo published its first book, We Make It
Good, in 2007, and also curates the site www.WeMakeItGood.com . For more
information, or to request a reel, please contact Tracy Chandler at
+1.212.352.2044, or visit Shilo online at www.shilo.tv .
About MTV Networks International
MTV Networks International includes the premier multimedia entertainment
brands MTV: Music Television, VH1, Nickelodeon, TMF (The Music Factory), VIVA,
Flux, Paramount Comedy, Comedy Central, Game One, Neopets, GameTrailers,
Shockwave, Addicting Games, Atom Films and Xfire. MTV Networks' brands are
seen globally in 560 million households in 162 countries and 33 languages via
156 locally programmed and operated TV channels and more than 320 digital
media properties. The company's diverse holdings also include interests in
television syndication, digital media, publishing, home video, radio, recorded
music, licensing & merchandising and two feature film divisions, MTV Films and
Nickelodeon Movies. MTV Networks is a unit of Viacom Inc. (NYSE: VIA, VIA.B).
SOURCE MTV Networks International
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