On the occasion of World AIDS Day on December 1, the channel premiered Staying Alive 2, a concert hosted by Ricky Martin. They also telecast Music with a Message-World Aids Day 2000 Concert, featuring Martin with other artistes, namely The Corrs, 98 Degrees, Baha Men, Jessica Simpson, Outkast and MYA. Martin expressed his solidarity with the cause, saying he hoped he could eliminate the stigma that goes with the disease and influence society to show concern towards AIDS victims.

MTV has been trying to provide information about the disease to its young viewers right through the anti-AIDS campaign. Its VJs have been talking to HIV positive patients and stressing the importance of prevention as the only cure. Safe sex, clean needles and uncontaminated blood have been advocated, and the channel has been giving contact numbers of social welfare organisations that help AIDS patients.

Young people, who are essentially the segment that will bear the brunt of this killer disease in a few years' time, were asked how much they knew about AIDS. While VJ Nikhil Chinappa chatted with HIV patients about the problems they faced due to society's ignorance of the disease, Shenaz visited Ashreya, an orphanage for the children of HIV positive people. MTV favourite Cyrus Broacha has had the distinction of having hosted the recent International World AIDS Conference organised in Germany by UNAIDS and the World Bank. On the MTV show, he and VJ Malaika spoke with film-maker Kalpana Lajmi on her forthcoming film based on AIDS.

In addition, VJ Cyrus Sahukar reviewed websites that deal with the disease and allow visitors to make donations towards the cause either directly or by purchasing items listed online. The theme of all MTV shows during the anti-AIDS campaign remained Spread the Message, Not the Virus.

And if the seriousness of the issue could not be impressed upon the younger generation through all this, MTV came up with some one-liners to influence their target audience. So lines like of Kaho na pyar hai... but with a condomr and Gay or straight, use a condom will be aired for the remainder of the year.

Bill Roedy, president of MTV Networks International and ambassador for UNAIDS requested that broadcasters all over the world air MTV's Staying Alive 2 in order to highlight the issue. His suggestion has been readily taken up by television networks in African countries like Kenya, South Africa, Zambia and Zimbabwe, which together account for 24 million of the 34 million AIDS patients in the world.

Hosted by Ricky Martin, Staying Alive 2 is a half-hour special that profiles six young HIV infected people from different parts of the world. The film has been shot in Africa, Europe and South-East Asia and deals with the isolation and persecution patients have to endure apart from physical suffering. Lack of access to affordable drugs is another important issue.

The Levi's and LIFEbeat sponsored Music with a Message concert gave youngsters an opportunity to serve the cause while having fun. Levi donated a dollar to LIFEbeat on behalf of every person who logged on to its website from December 1-7. The visitor stood to win Levi gear that had been autographed by the performers during the concert. The end probably justifies the means.