Millennials and Pivot - Times Colonist(Victoria British...

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Times Colonist (Victoria, British Columbia) September 22, 2013 Sunday Final Edition Do millennials need their own TV station? BYLINE: Marc and Craig Kielburger, Times Colonist SECTION: LIFE; Global Voices; Pg. C3 LENGTH: 847 words What if your favourite TV show prompted you to take social action? What if, while binge-watching a full season of Friday Night Lights, a link appeared to a pledge against the use of performance-enhancing drugs? When the show airs on Pivot TV, a cable network launched last month, links to a pledge against drug use (or bullying or drunk driving) really do appear on screen. You can sign a symbolic contract online, publicly promising to "play clean" and add your name to a list of peers who've committed to learn more about drug abuse and hazing rituals in sports. Pivot is targeting millennials (ages 18 to 34) by incorporating these calls to action in its programming. The network is banking on the assumption that millennials want television with a social conscience, challenging stereotypes about an allegedly apathetic group. Pivot TV was launched by Participant Media, the brainchild of billionaire-philanthropist Jeff Skoll, behind films The Help and Contagion, among other socially relevant blockbusters. The production company's
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  • Spring '14
  • young people, Craig Kielburger, Participant Media, Chad Boettcher

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