This is nice, we get to see George Clooney return for a show, but more importantly, reaching many of those who may not spend much time reading, so this is good.  Many foundations have similar efforts, but as stated below, the Gates Foundation is ready and willing to pay for this.  Soon, there will be something besides the normal routine commercials and some health care related plot lines in shows.  BD 

Now the Gates Foundation is set to expand its involvement and spend more money on influencing popular culture through a deal with Viacom, the parent company of MTV and its sister networks VH1, Nickelodeon and BET. It could be called “message placement”: the social or philanthropic corollary to product placement deals in which marketers pay to feature products in shows and movies. Instead of selling Coca-Cola or G.M. cars, they promote education and healthy living.

James Steyer, chief executive of Common Sense Media, which promotes family-oriented entertainment, said foundations typically seek to mold television programs with just advice and prodding.

“The difference here is the Gates Foundation is paying for this, that they are actually willing to pay for programming,” Mr. Steyer said.

Gates Foundation and Viacom Team Up to Weave Messages Into TV Shows -


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