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Wednesday, May 25, 2005 | ||
HIV embraces the airwavesSeveral TV shows tackle the issue head-on to help raise awareness By Janice Rhoshalle Littlehohn Associated Press Being P.C. can be death to comedy, says Meg DeLoach, and its exactly what the creator and executive producer of UPNs Eve wanted to avoid in the sitcoms episode on HIV. In the episode Testing, Testing, HIV, Shelly (played by rapper-actress Eve) is eager to go to the next level with her new beau. But he insists she get an HIV test. Afraid to go it alone, she rounds up her guy and gal pals for the trip to the clinic where real-life realities about the disease are played in tandem with raucous gags. We even have (a character) at the clinic taking pictures, recording this occasion, and saying things like, Smile! Say HIV, DeLoach giggles. It is a serious subject, but its OK to laugh in these situations, she continues. Ive taken several HIV tests, and even when theres no reason to be worried, I worry. Oftentimes youre just terrified. The flip side to the terror is that nervous laughter of what the results are going to be. But you cant laugh until you know whats going on. Eve is among many Viacom-owned network shows to address the issue through its 3-year-old KNOW HIV/AIDS initiative. Its a project in partnership with the nonprofit Henry J. Kaiser Family Foundation. It might seem like odd bedfellows Kaiser and Viacom, notes Kaiser Vice President Tina Hoff from her office in Menlo Park, Calif. But were a company that tries to reach out to people with information. Viacom can reach them. Thats why the relationship works so well. Viacom has committed $600 million to the effort, with about $220 million to be spent this year on its multimedia Knowing Is Beautiful campaign featuring six public service announcements for its television, radio and outdoor billboard properties. (The Viacom comglomerate includes CBS and UPN; cable networks MTV, BET, VH1, CMT: Country Music Television, TV Land, Nick at Nite, Showtime, Spike TV and Comedy Central; and 183 Infinity Broadcasting radio stations in the top 50 markets.) So far, campaign messages have been translated into seven languages reaching millions throughout Africa, the Caribbean, Britain, Russia and China. In scripted programming, CBSs top drama, CSI: New York, and long-running Judging Amy have featured HIV/AIDS-themed shows this season. In June, Showtimes Queer As Folk will tackle a three-episode arc in which Hunter, a heterosexual teen played by Harris Allan, is ostracized at school for being HIV-positive. These were issues we would have dealt with anyway because of the world of the show, notes Queer co-executive producer Daniel Lipman. But its important, personally, because the first wave of AIDS hit people that I knew. Since Queer As Folk has been on, (AIDS) has come back furiously and a whole new generation has to deal with this. The feedback and the reception weve gotten, particularly from those who write and produce our programs, has been amazing, says Carl Folta, executive vice president of corporate relations for Viacom, which has won an Emmy and a Peabody award for the initiative. So many recognized immediately that they were in a very powerful position to do something about this. Considering the pervasiveness of American media, HIV advocacy and education groups agree. Anytime a media giant like Viacom takes on the challenge of educating people about HIV, it is a very good thing for anyone concerned about HIV, says Sarah Whitehead, director of communications for AIDS Action in Washington. But in recent years, AIDS has lost much of its media appeal because of the development of more effective drugs. There is no cure, says Whitehead, and the side effects of current medications are debilitating. There are social and psychological consequences that people living with HIV face (that) are still as real today as they were in the beginning stages of the epidemic. Nearly 40 million people more than ever before are living with the disease worldwide, according to a December 2004 report published by UNAIDS, a joint U.N. program. Racial and ethnic minorities have been disproportionately affected, according to Kaiser, representing 71 percent of new AIDS cases, primarily among blacks, Latinos and American Indians. As troubling as those statistics are, Kelli Lawson, executive vice president of corporate marketing for BET, says Viacoms outreach efforts are effecting change. In a survey of blacks conducted by Kaiser last August, among 18-to-24-year-olds exposed to Viacoms campaign, half said they had discussed safe sex practices with their partner because of the Viacom campaign. And nearly 77 percent of that group who were sexually active said they were more likely to use a condom because of the campaign. It really is a tremendous initiative, and the results have been phenomenal, says Lawson. Its been just such a huge, huge effort. It has made a difference. On the Net: knowhivaids.org | ||
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