To combat hate, MTV has created programming that may serve to prove how time can be the best healer.
The network last week broadcast a scroll of the names of hundreds of victims of hate crimes against a black background, a list that ran for more than 17 hours from Jan. 10-11 and was uninterrupted by commercials. The litany was created with suggestions from civil rights organizations such as the Southern Poverty Law Center, Human Rights Campaign and the Anti-Defamation League.
"I figure we're displacing a couple million dollars' worth of ads," said Brian Graden, president, programming, MTV.
The scroll is part of a comprehensive "Fight for Your Rights: Take a Stand Against Discrimination" campaign that also includes Anatomy of a Hate Crime, a film about the murder of Matthew Shepard (a student who was killed because he was gay), and an MTV News Special that examines hate crimes.
MTV executives decided to run the scroll without commercials "in about five seconds," Graden said. "It was just a given, because that's what is appropriate for the material."