Huffpost Media

Gates Foundation, Viacom Partner For "Message Placement" On TV Shows

Posted: Updated:
Print

Now the Gates Foundation is set to expand its involvement and spend more money on influencing popular culture through a deal with Viacom, the parent company of MTV and its sister networks VH1, Nickelodeon and BET. It could be called "message placement": the social or philanthropic corollary to product placement deals in which marketers pay to feature products in shows and movies. Instead of selling Coca-Cola or G.M. cars, they promote education and healthy living.

Last week in New York Mr. Gates met with Philippe P. Dauman, the chief executive of Viacom, to go over a long-in-the-works initiative that would give Mr. Gates's philanthropic organization something any nonprofit would cherish: an enormous megaphone. The new partnership, titled Get Schooled, involves consultation between Gates Foundation experts and executives at all Viacom networks that make programming decisions. Their goal is to weave education-theme story lines into existing shows or to create new shows centered on education.

Read the whole story at New York Times

Around the Web

Get HuffPost Media on Facebook! Become a Fan

Follow HuffPost Media on Twitter!