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.