Why is MTV in black and white today?

Why is MTV in black and white?

For the first time in the history of the network, MTV is going black and white today to promote “color brave” conversations for their ongoing Look Different campaign.

“Millennials believe strongly in fairness, but they can also find it difficult to talk openly about race – to be not simply ‘color blind’ but ‘color brave,’” Stephen Friedman, President of MTV, said in a statement. “Our audience is looking for a way to bring the national conversation on race into their homes and this campaign will give them a forum to express true color bravery.”

The black and white programming block kicked off earlier this morning with #TheTalk, which was inspired by a recent MTV study that found 69% of Millennials “would love the opportunity to have an open respectful and judgment-free conversation about bias.” To go along with it, each commercial break will feature reflections about race from celebrities such as Kendrick Lamar, Common, Big Sean, Ava DuVernay, David Oyelowo, Penn Badgley, Jordin Sparks, Pete Wentz, Sen. Rand Paul, Rep. John Lewis, Sen. Cory Booker and more.

Color will return to the screen tonight at 9/8 c.

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