Television

MTV US' initiative to involve youth in electoral process

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MUMBAI: MTV US has launched a campaign to mobilise the youth to support their presidential candidate.

The PRElection is a four way partnership between MTV, Rock the Vote, New Voters Project, and Cingular Wireless. This is another part of the Viacom networks Choose or Lose: 20 Million Loud campaign. The basic aim is to get 20 million voters in the age group 18 to 30 to the polls in November.

The PRElection was approved by the Federal Election Commission last month. From today 3 May till 20 September people can register for the PRElection at MTV.com.

They will receive access to exclusive music and videos. They can also enter weekly and monthly sweepstakes. Prizes for registrants include trips to the MTV Beach House, appearances on Total Request Live, a date with a VJ, and tickets to the upcoming Video Music Awards.

A company release informs that a dual registration system developed by MTV with Rock the Vote allows participants to register for the PRElection and the actual presidential election with one form. Registrants will be prompted to use their completed PRElection form to complete a real voter registration form for his or her state, print it out, and mail it in.

The culmination of the PRElection is the national online vote. This will be held from 20 September to 1 October through MTV.com. Cingular Wireless a sponsor of Choose or Lose and the PRElection will allow its customers to vote via text messaging. Results of the PRElection will be announced in mid-October.

The PRElection will build a substantive dialogue with America's youth about the issues they care about and the importance of the election. Registrants will be able to receive updates covering issues and candidates in the presidential campaign, respond to polls and surveys, and suggest what issues they want the candidates and campaigns to address.

Throughout the year, major presidential candidates like Kerry will be asked to address those issues and concerns of the PRElection participants through online mechanisms such as chats and video feeds. MTV US public affairs and strategic partnerships VP Ian Rowe added, "The PRElection is yet another way that MTV plans to amplify the voice of young voters, who have so much at stake this election year.

"We are confident that both political parties will take notice of the number of young people who participate in the PRElection  and will reach out to these young voters like never before."

Founded in 1990 by members of the American recording industry Rock the Vote is a non-partisan, non-profit organisation dedicated to protecting freedom of expression

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