For MTV Italia

FOR MTV ITALIA … :

MULTIMEDIA PROJECT (TV, Web and On-the-Ground): "TOCCA A NOI" (It's Our Turn)
The objective of the project is to involve its audience in the creation of a popular-initiative law on a subject that is important to young people that will be proposed to Parliament. The project has gone through various phases since November 2008. On September 7, 2009, signatures began being collected for the "Tocca a Noi" law (the proposal required 50,000 signatures in six months to be presented to Parliament). The last phase (PHASE 4), which began in September 2009, ended in May 2010 with the COLLECTION of SIGNATURES (with on-air, on-the-ground and web events held from September 2009 to March 2010). Signatures continued to be collected in the first quarter of 2010 (total of 75,000 signatures collected). Continuous reference to the signature-collection initiative was made on the air, with ad-hoc promos, on Total Request Live, during Tg Flash and on the web site.
OPERAZIONE "GHANA" (TV, Web and On-the-Ground):
Period of airing: June 28 – July 16, September 14 and October 29 – December 4
Multi-platform initiative in support of UNICEF's work in Ghana with various programs and promos:
- TRL contest Operazione Ghana: selection of three young people to take part in a trip to Ghana with Unicef personnel and two of TRL's VJs and star in one of the MTV NEWS stories (see also TRL);
- website of Operazione Ghana: to explain Unicef's operation and activities in Ghana;
- promo of Operazione Ghana: promo to publicize the contest;
- after the trip: clip on TRL recounting the experience of the VJs;
- MTV NEWS bulletin Operazione Ghana (see Mtv News and Wad).
MTV NEWS:
March 1, 2010 – On-air and web launch of MTV News with stories told live by Italian youth to create a "mosaic" about society.

The stories with the highest social value included:

PRIMA GENERAZIONE (March 1-7): how young people with immigrant parents live in Italy, the rights they are not granted and their needs. Aired from March 1 to 7 (during the week of airing: 25 news episodes + 5 20-minute specials and 1 90-minute special)

BAMBOCCIONI A CHI (March 8-14): - stories of young heroes who, despite difficulties, work hard. Aired from March 8 to 14 (during the week of airing: 25 news episodes + 5 20-minute specials and 1 90-minute special)

TOR BELLA MONACA (March 15-21): stories of young people living in one of Italy's most corrupted areas. Aired from March 15 to 21 (during the week of airing: 25 news episodes + 5 20-minute specials and 1 90-minute special)

MAMME PER CASO (May 10-16): MTV News talks about the experience of early motherhood.

In Italy, about 10,000 adolescents become mothers each year. The figure increases each year, mainly due to the influx of foreigners. While the "school pregnancy" problem is not as serious as in the US, it definitely exists. MTV News discusses five stories that tell about the different faces of an event that, at that age, changes a person's idea of their future 25 news episodes + 5 20-minute specials and 1 90-minute special)

VOTA PER NOI (from June 28 to July 4): week of MTV news dedicated to young people's political and social engagement, with stories of young people involved in the 2010 Regional Elections

PRONTO SOCCORSO (July 12-18): stories of young people (nurses and doctors) who work in casualty departments and act as volunteers in various emergency situations

DIVERSI DA CHI (July 19-25): stories of young gay men and women talking about discrimination and difficulties

EMIGRANTI (September 6-12): young Italians forced in the past to transfer to Barcelona due to employment problems in Italy, who organized the "nave dei diritti" (ship of rights) which set sail from Barcelona to return to Genoa in an actual and symbolic voyage to demand the rights denied to young people in Italy

MADRENATURA (October 18-24): stories of young people who have made very extreme choices for an "ecological" life, creating eco-villages and living in a completely eco-friendly way

ARTIGIANI (October 22-28): two million young Italians do not study or work; MTV NEWS explores alternative work opportunities, linked to the craft industry and ancient skills, as always with live stories of young people

OPERAZIONE GHANA (from November 29 to December 4): the story of 5 young people: 2 of Trl's VJs and 3 young people selected through a contest and their trip to Ghana to learn about the situation in the country and Unicef's local work . Volunteers by accident

MILANO LONTANA DAL CUORE (December 6-12): five stories of marginalization that have become stories of redemption on the outskirts of Milan. There are those who say no to degradation and delinquency, they are very young and very motivated

WWW.MTVBOYSANDGIRLS.IT (web): From May 15 on the Web

Sex information and education portal created by www.mtv.it with guidance and experts answering young people's questions about sexuality.
In Italia con Fibra (On Air):
Fabri Fibra, in his uncustomary role as a reporter, completes his own personal "trip through Italy", in order to document and highlight stories of young people who want to stand up for themselves in difficult contexts. Young men and women who roll up their sleeves to try to change their fate, despite the fact that everything around them seems to indicate that they won't succeed.

SOCIALLY THEMED STORIES (including):

Fuori dal campo - the crossed lives of two young Romany women who try to integrate into Italian society in different ways,

L'Aquila After the Earthquake - stories about a young house mover and a rugby player who decide to stay in L'Aquila a year after the earthquake to help the city get back on its feet.

Boxing at Marcianise - stories about two young boxers - a boy and a girl - that train at the Excelsior di Marcianise gym and the boxing instructor Brillantino, whose mission is to take young people off the streets and away from organized crime and give them hope for the future.

Liberi Nantes - stories about young political refugees who are trying to rebuild their lives a long way from their countries of origin with a shared passion: football.

Sulcis - the story of two young miners from Sulcis Iglesiente and their shared dreams for a better future.
TRL ON THE ROAD - (May 3-7; May 24 – June 18; from June 28 to July 16; September 13-25. On Air everyday at 2:00 pm and 7:00 pm.)
Travelling musical entertainment show, live from various locations in Italy, as well as music, the show reports on the towns and cities it's visiting and the stories of the young people who live, study, work and enjoy themselves there.
SOCIALLY-THEMED REPORTING:
Launch of FAI (Italian Environment Fund ) "to the rescue" initiative (June 12-13): treasure hunt with an environmental goal which involved 3 Italian cities at the same time: Milan, Perugia and Palermo.
Trl - Operazione Ghana: initiative supporting the work of UNICEF in Africa; promotion and reporting on the experience in the African nation of Brenda and Cadio, two VJs, accompanied by four young people who took part in the MTV selection and who expressed a particular wish to have this life-changing experience.
Launch of Operazione Nasorosso: global strategy for the prevention and reduction of the risk of alcohol abuse in bars promoted by the Ministry for Youth.
Premiere del video dei Muse "MK Ultra": to support the campaign produced by MTV Europe
TRL Clip - Operazione Ghana: initiative in support of UNICEF's work in Africa: reporting on the experience of the African country of Brenda and Cadio, two VJs, accompanied by four young people who took part in the MTV selection and who expressed a particular wish to have this life-changing experience.
IL TESTIMONE (including):
Report from Italy and around the world in which author and presenter Pif listens, attempts to understand and tries to explain and offer a unique view on realities that are little-known or rarely visited by Italian press, giving a voice to the different points of view of the subjects of his satirical inquiries.
SOCIALLY THEMED STORIES (including):
Cancer - how affected young people fight the disease.

FUTBOL DE RUA - a soccer campus organized in Rio de Janeiro by Rome's sports company for youth in Brazil's favelas.

LE FAMIGLIE ARCOBALENO - encounters with two different families with gay parents, one just with fathers, the other just with mothers.
HITLIST ITALIA (On Air): Musical chart show featuring the Italian singles chart hosted by Valentina Correani.
SOCIALLY-THEMED REPORTING:
Launch of Asta Tosta initiative (World Aids day).
LOVELINE (On Air from November 15):
SOCIALLY-THEMED REPORTING:
WAD special episode: completely dedicated to topics relating to the prevention of sexually transmitted diseases.
MTV EXIT - MUSE (On Air on MTV, MTV+, MTV Brand New - from September 17 to October 17):
Muse Videoclip: for MTV-Exit's international campaign against human exploitation and trafficking.
Video title: MK Ultra
Video downloads onto the network: about 350.
In addition to the video a promo was also aired which redirected back to the campaign's international website (promo rotation for 2 weeks).

Last update: 08/06/2011, 11:56