CMT: Helping Viewers Get Involved

MTV Networks has a long history of incorporating social responsibility into our business practices, starting with MTV's first "Choose or Lose" campaign in 1992. Likewise, the genre of country music has always focused on family and community. In the fall of 2005, those two facts led CMT to establish our own national call to volunteerism with the creation of CMT One Country. The goal of this initiative is to encourage viewers to take action in their communities and is a natural extension of the CMT brand and the values it represents.

CMT One Country's goal is to make it easy for our viewers to get involved by directing them to CMTOneCountry.com, where every user can find volunteer opportunities in their hometown just by entering their ZIP code. We aren't afraid to use a carrot to get them there either -- we have a monthly rewards system where every viewer who logs at least four hours of service is automatically entered to win goodies from CMT, including an iPod, CMT swag and a donation to that viewer's charity of choice.