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In 2002, The Vancouver Province newspaper asked: “How do you raise the social consciousness of today’s youth?  Simple, you get MuchMusic to deliver the message.” MuchMusic has always operated on the belief that as one of the premier media brands for young Canadians, we have a special responsibility within the Canadian broadcasting system, and we have a long history of covering issues that are important and relevant to young Canadians.
 
Recognized by Strategy magazine as the 'Brand of the Year' for 2005, MuchMusic is an integral part of today's pop culture landscape, delivering fans an unparalleled music television experience since August 31, 1984. Direct from our world-famous street-level headquarters in downtown Toronto, every program day not only hits the best in top musicvideo, but creates a destination where fans can see live performances, access the top stars of music and pop culture, and stay connected to "The Nation's Music Station".
 


Now, MuchMusic is delivering arguably the most important message of our time, using our multiple platforms to inspire Canadians to FLICK OFF and get serious about curbing their energy and natural resource consumption.
 
MuchMusic is taking action, too--one step at a time--and as part of our commitment we’re also taking the FLICK OFF challenge. We’re encouraging MuchMusic employees to take the FLICK OFF pledge and do what they can in their professional and personal lives to reduce carbon emissions.
 
And, for the first time ever, we’re proud to announce that we’re “greening” the MuchMusic Video Awards telecast around the world Sunday June 17, 2007.
 
MuchMusic world headquarters is shared with sister station Citytv, the long-time media home of the late Bob Hunter, a co-founder of Greenpeace. Listed by Time Magazine as one of the environmental heroes of the 20th Century, Bob Hunter was Citytv’s Ecology Specialist from 1988-2005, where he spearheaded coverage of important environmental issues.  In his honour, MuchMusic and Citytv's owner, CHUM Limited, created the Robert Hunter Scholarship in Environmental Studies, in partnership with the University of Toronto, to continue his outstanding legacy to environmental education.
 
MuchMusic is proud to be the Broadcast Media partner in the FLICK OFF campaign. We’ll provide on-air support and promotion of the campaign, we've created a "teaser" television spot, and we’re also creating public service announcement messages that will be telecast nationally on MuchMusic and many other CHUM stations. As well, we've developed a FLICK OFF microsite at muchmusic.com. Citytv stations in Vancouver, Calgary, Edmonton, Winnipeg and Toronto will also provide on-air support and promotion of FLICK OFF, and more exciting initiatives will be announced in the months ahead.
 
For more information and for updates on new initiatives as they are announced, visit http://www.muchmusic.com/flickoff 

Published Thu, 2007-04-19 20:57 login or register to post comments
I did my part to reduce
Submitted by jamiegirl15 on Sat, 2007-09-22 20:10.
I did my part to reduce global warming by helping to spread the awareness of the Flickoff campaign by notifying my friends on flixster.com about how they can do their part too. It gives ideas of how you can reduce the production of greenhouse gases!! So far it has ben sent to over 500 people, and maybe more!!
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