MTV has a few other high-profile stories like this, including an interview with Governor Arnold Schwarzenegger that aired on Earth Day, and the network did a very good job covering New Orleans in the aftermath of Hurricane Katrina. But most of the news reports are a mix of stories on youth environmental movements at high schools and colleges, and tips on green living. Again, CNN this is not, but thank god. If high school kids only watched the evening news, they would end up a very jaded lot. It doesn’t take a gifted reporter to explain the benefits of compact fluorescent light bulbs, but it does to make a bunch of obstreperous teenagers actually pay attention. If this isn’t clear, compare the reportage of Sway, one of MTV News’ most popular reporters, to that of your typical nightly news program.
Plus, it gets more exciting than light bulbs. On Earth Day, MTV ran a special edition of “Pimp My Ride,” the popular automobile makeover show. Governor Schwarzenegger is a friend of the team at Galpin Auto Sports in California, where the program is filmed. He and the crew (mostly the crew) retrofit a 1965 Chevy Impala with an 800-horsepower, biodiesel engine. “We try to publicize celebrity involvement in these issues to show people it’s cool, and bring the unconverted into the fold,” said Pete Griffin, a public affairs officer who worked on the “Break the Addiction” campaign. It’s no Pulitzer-caliber exposé on the socioeconomics of biofuels, but, Griffin says, “Stand-alone half-hour shows on these issues can be less effective than integrating them into shows that people are already watching.”
What is unfortunate is that a lot MTV’s best material sometimes receives inconspicuous time slots. Though it later got a primetime replay, Jay-Z’s “Water for Life” first aired at 9 o’clock on a Thursday morning. According to Rowe, there is no way to compare the popularity of MTV’s environment-related programming to more typical shows, such the Real World (which may soon feature a season in an “green” house). Nonetheless, with short public service announcements airing around the clock between scheduled programming, “There is no way you can watch the channel without realizing that global warming is one of our central issues,” Rowe said. But what of the ambitious and valorous new reporting that MTV produced during the early days of the Iraq war and Hurricane Katrina? We will have to wait and see, but according to Rowe, if environmental issues continue to occupy a prominent place in the 2008 presidential election, MTV will continue its dot-connecting. So don’t expect MTV News to be a cornerstone of the fourth estate. But do expect that the station will play an important role in the education and mobilization of younger generations that will, inevitably, have to face up to challenges of a warmer world.
Correction: The vernal equinox was March 21, not April 21, as the post originally stated. The reference has been removed from the post. (Earth Day used to be held on the equinox.)