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Why MTV is using a teen drama and tech to tackle HIV

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Georgia Arnold, SVP for social responsibility at VIMN, talks about how media organisations can change the lives of their audience

Its not difficult to chart the diversification of MTVs output over the last decade. Tune into the channel today and youll be more likely to catch an episode of Geordie Shore than the latest Shakira video.

After the launch of YouTube in 2005, music fans were no longer forced to sit through a three minute performance by an animated, singing amphibian just to listen to the stereophonic perfection of Oasis Lyla. An archive of the worlds music (or one big enough to satisfy most of our musical appetites) was suddenly available at the click of a mouse - and with it MTVs USP was gone.

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