The average politically minded viewer is unlikely to think of MTV as a place to learn about presidential candidates and their views on important issues.
However, since 1992, the network – best known for its music programming – has tried to raise the political awareness of its young audience through its “Choose or Lose” specials that air during election years.
“We took a look at what was going on in the world and the country. Few people were speaking directly to young voters. Major media and the politicians were not targeting young people,” said Dave Sirulnick, executive vice president of MTV News.
Sharing the lineup with shows such as “Real World,” “Pimp My Ride” and “Punk’d,” the specials have brought political issues to viewers through town-hall forums, one-on-one interviews, convention coverage and scenes from the campaign trails. About a dozen different documentaries and public service announcements will air by the end of this year’s campaign, Sirulnick said.
Since 1992, Bill Clinton, Al Gore, Bob Dole, Ross Perot, former president George H.W. Bush, Sen. John McCain, R-Ariz., Sen. John F. Kerry, D-Mass., and President Bush have appeared on the network.
More than 2 million voters between the ages of 18 and 24 have registered to vote since the launch of the “Choose or Lose” campaign, which works with Rock the Vote.
In addition to the candidates, celebrities such as Drew Barrymore, Yoko Ono, skater Tony Hawk, Kanye West and Alicia Keys have lent a hand in the campaign.
“We have access to movie, music, TV and sports stars. They get attention, and the way we try to use them is to have them ask questions,” Sirulnick said.
Singer Christina Aguilera interviewed a group of young people in her “Choose or Lose” special “Sex, Votes and Higher Power,” which focused on how sex and politics intersect.
Sean Combs’ special, scheduled to air Sunday, examines the relationship between politics and hip-hop music.
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