The Initiative aims to activate media organizations to reach the world's people - especially youth - with information about how to prevent and treat HIV and to help combat AIDS-related stigma and discrimination.
The launch of the Global Media AIDS Initiative drew Presidents, CEOs and senior executives of over 20 media organizations from around the world. Peter Piot, Executive Director of the Joint United Nations Programme on HIV/AIDS (UNAIDS) and Drew Altman, developed the Initiative, led sessions on the state of the global AIDS epidemic and the role that the media can play in combating the disease. Shashi Tharoor, United Nations Under Secretary-General for Communications and Public Information, facilitated a dialogue among participants. The meeting also received support from the Bill & Melinda Gates Foundation.
Media respresents an foten overlooked and underutilized resource in the fight against the global AIDS epidemic UNAIDS estimates that two-thirds of the 45 million new HIV infections projected to occur worldwide over the next decade could be stemmed with greater access to effective prevention and public education efforts.
"When you are working to combat a disastrous and growing emergency, you should use every tool at your disposal," said Secretary-General Annan. "HIV/AIDS is the worst epidemic humanity has ever faced. It has spread further, faster and with more catastrophic long-term effects than any other disease. Its impact has become a devastating obstacle to development. Broadcast media have tremendous reach and influence, particularly with young people, who represent the future and who are the key to any successful fight against HIV/AIDS. We must seek to engage these powerful organizations as full partners in the fight to halt HIV/AIDS through awareness, prevention, and education."
Current levels of knowledge and awareness of HIV/AIDS vary widely around the world but, even in some of the regions worst affected by the epidemic, a very large percentage of people have never heard of the disease. Recent studies have show that in 21 African countries more than 60 per cent of girls were found to have at least one major misconception about the virus or were unaware of its existence. Widespread lack of knowledge is also evident in Latin America and the Caribbean. In a survey conducted in Bolivia, for example, 74 per cent of young women either did not know AIDS existed or harboured serious stigmatization and discrimination against people living with HIV continue to be among the greatest barriers to preventing the spread of new infections and to providing adequate care and support.
- Mark Byford, Deputy Director General, BBC
- Robert Johnson, Found and CEO, Black Entertainment Television
- Taiwo Allimi, Chairman, Broadcasting Organisations of Nigeria & Director General, Voice of Nigeria
- Zhao Hua Yong, President, China Central Television
- Robert T. Coonrod, President and CEO, Corporation for Public Broadcasting
- Judith McHale, President and COO, Discovery Communications, Inc.
- Alexander Dybal, CEO and Chairman, Gazprom-Media
- Amauri Soares, CEO, Globo International
- Viktor Pinchuk, Owner, International Commercial Television
- Pierre El-Daher, Chairman and CEO, Lebanese Broadcasting Corporation International
- Surya Paloh, Chairman and CEO, Metro TV
- Jack Valenti, President and CEO, Motion Picture Association of America
- Bill Roedy, President, MTV Networks International
- Hidetoshi Fujisawa, Director-General, Bureau for America, NHK Japan Broadcasting Corporation
- Liu Changle, Chairman and CEO, Phoenix Satellite Television Co. Ltd.
- K.S. Sarma, CEO, Prasar Bharati Broadcasting Corporation
- Juan J. Buhigas, Director of International and Corporate Affairs, Radiotelevisión Española
- Peter Matlare, Group Chief Executive, South African Broadcasting Corporation
- Jeffrey L. Bewkes, Chairman, Entertainment and Network Groups, Time Warner Inc.
- Serge Adda, President and Director General, TV5
- Ray Rodriguez, President and COO, Univision Networks
- Mel Karmazin, President and COO, Viacom Inc.
The Joint UN Programme on HIV/AIDS
Web: www.unaids.org
