Television

Asha Bhosle, CNN back MTV Asia Benefit

MUMBAI: Earlier this month music broadcaster MTV Asia had announced that its awards show which will take place on 3 February in Thailand would be renamed the MTV Asia Benefit. Proceeds raised will go towards the victims of the Tsunami disaster.

Now the broadcaster has announced that it has received the support of several artistes including Asha Bhosle, Kelly Clarkson, 50 Cent, Alicia Keys and Jennifer Lopez. They will lend a helping hand to the event.

These artistes will contribute a pre-recorded performance to the show. In addition specially taped shows of support from international artists like Moby, Ronan Keating, Ricky Martin and Sting will be integrated into the event. MTV will air the event globally and will also make the event free of cost to all broadcasters.

News broadcaster CNN International will also support the event with specially created vignettes, highlighting the need for continued support of the relief efforts.

CNN will provide nine originally produced vignettes chronicling the human element of tragedy in the aftermath of the tsunami. The intimate video-montage pieces, featuring first hand accounts of the survivors, will air throughout the show, and will serve to inform the viewers of the continuing need for relief efforts in the region.

CNN Intl senior VP Rena Golden said, "While tens of thousands died and many more are still missing, the human tragedy for those that survived the tsunami continues to grow. By combining the resources of CNN?s teams still working in the affected region with MTV?s Asia Aid, we can highlight the ongoing reconstruction efforts and the difficult process of healing for the people around the Indian Ocean."

A new creative direction has been specially designed to complement the show?s new positioning as a benefit event. A palm tree logo has been created to signify the resilience and spirit of the people affected, and as a potent symbol of life in the regions affected.

During the event messages of hope and support from viewers around the world will be scrolled on large screens at the back of the stage, enabling people everywhere to be part of the relief effort.

MTV Asia Pacific president Frank Brown said, "The MTV Asia Aid event is about empowering viewers everywhere to continue supporting the relief efforts. MTV has a role to play in these efforts based on our unique connection with young people globally. This global music event is taking place in Thailand, home to a rich and vibrant music culture, and it will provide the perfect venue from which to launch the worldwide initiative."

The majority of the donations raised will go to Unicef. Funds raised in Thailand will also go to the Rajaprajanugroh Foundation under the Royal Patronage and The Government House Disaster Relief Fund. Funds raised in India also going to the Prime Minister?s Relief Fund. To learn more about how to donate visit www.mtvasiaaid.com.

Unicef deputy regional director Richard Bridle said, "MTV Asia Aid will help to maintain the world?s attention on the devastation and loss that the tsunami has caused for millions of people. The continued support of the world community will play an ever growing role as families, local communities, and government come together to bring relief to those affected and in the long term reconstruction effort."

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