KNOW HIV/AIDS Wins the 2006 National Public Service Announcement Emmy Award

New York, NY and Menlo Park, CA – KNOW HIV/AIDS, a joint public education initiative on HIV/AIDS between CBS Corporation and Viacom in partnership with the Kaiser Family Foundation, was awarded the National Public Service Announcement Emmy by the National Academy of Television Arts & Sciences on Thursday, October 19 in New York City. The PSA was developed jointly by Viacom / CBS, Kaiser and DDB Seattle.

Designed to resonate with “middle America,” the PSAs help put the HIV/AIDS epidemic into a broader perspective. Viewers are introduced to the PSAs’ main characters, Ed and Cynthia, who at the onset are skeptical about the personal relevance of HIV/AIDS. During the spots, Director Doug Pray shows Ed visiting an HIV/AIDS youth support group in Los Angeles and Cynthia visiting sites throughout El Salvador, including an HIV-positive youth support group, where the realities of the disease and the people affected are depicted. The PSAs sign off with the charge, “Change one mind, change the world,” and the initiative’s website, www.knowhivaids.org, where information about the epidemic and ways to get involved can be found.

"Everyone at CBS and Viacom is very proud of our KNOW partnership with the Kaiser Family Foundation, which has become one of the most efficient and effective mass public education programs ever conceived," said Carl Folta, Executive Vice President, Office of the Chairman, CBS Corporation and Viacom Inc. "We are particularly pleased that our great creative collaboration with DDB Seattle gave birth to "Ed" and "Cynthia," two very powerful and poignant reminders that even 25 years after the first diagnosed case, there is still ignorance and misconception about HIV/AIDS that must be overcome if we are to overcome this pandemic."

“While HIV/AIDS continues to outpace the global response, efforts such as the KNOW HIV/AIDS initiative help to raise awareness and build support to do more to combat the epidemic,” said Matt James, Senior Vice President, Kaiser Family Foundation. “The success of the KNOW campaign is a reflection of the commitment to excellence that Viacom and CBS provide, and the creativity of our partners at DDB Seattle.”

The KNOW HIV/AIDS initiative has also been awarded the 2004 Primetime Governors Emmy and the George Foster Peabody award in 2004. In conjunction with MTV and Kaiser’s initiative Fight For Your Rights: Protect Yourself, KNOW won its first Peabody in 2003. In addition, Kaiser partners with other media companies on public education initiatives that have received broad recognition, including the Emmy for National Public Service Announcement in 2003, 2002 and 2001 for Be Safe/Fight For Your Rights: Protect Yourself, and a 2005 Peabody with Univision for their ¡Entérate! campaign.

KNOW HIV/AIDS
KNOW HIV/AIDS combines the powerful media brands and unmatched audience relationships of CBS Corporation and Viacom with the public health expertise of the Kaiser Family Foundation to foster awareness of the disease and its prevention. Every CBS Corporation and Viacom division is involved in the campaign, and 123 messages have been placed on CBS and Viacom television, radio and outdoor properties to date. Many of the PSAs are offered rights-free and cost-free to other television or radio networks. Additionally, CBS Corporation and Viacom properties, including CBS, UPN, MTV, BET, VH1 and Showtime, have produced more than 75 television shows with HIV/AIDS themes seen by millions worldwide.

Viacom
Viacom is a leading global entertainment content company, with prominent and respected brands in focused demographics. Offering programming and content for television, motion pictures and digital platforms, Viacom’s world-class brands include MTV Networks (MTV, VH1, Nickelodeon, Nick at Nite, Comedy Central, CMT: Country Music Television, Spike TV, TV Land, Logo and more than 130 networks around the world), BET Networks, Paramount Pictures, Paramount Home Entertainment, DreamWorks and Famous Music. More information about Viacom and its businesses is available at www.viacom.com.

CBS Corporation
CBS Corporation (NYSE: CBS.A and CBS) is a mass media company with constituent parts that reach back to the beginnings of the broadcast industry, as well as newer businesses that operate on the leading edge of the media industry. The Company, through its many and varied operations, combines broad reach with well-positioned local businesses, all of which provide it with an extensive distribution network by which it serves audiences and advertisers in all 50 states and key international markets. It has operations in virtually every field of media and entertainment, including broadcast television (CBS and The CW – a joint venture between CBS Corporation and Warner Bros. Entertainment), cable television (Showtime and CSTV Networks), local television (CBS Television Stations), television production and syndication (CBS Paramount Network Television and CBS Television Distribution Group), radio (CBS Radio), advertising on out-of-home media (CBS Outdoor), publishing (Simon & Schuster), digital media (CBS Digital Media Group and CSTV Networks) and consumer products (CBS Consumer Products). For more information, log on to www.cbscorporation.com.

The Henry J. Kaiser Family Foundation
The Henry J. Kaiser Family Foundation is a non-profit, private operating foundation dedicated to providing information and analysis on health issues to policymakers, the media, and the general public. It is not associated with Kaiser Permanente or Kaiser Industries. Information on HIV/AIDS is available at www.kff.org, and a daily news summary report on developments in HIV/AIDS is available on www.kaisernetwork.org, the Foundation’s free health information service.

DDB Seattle
The Seattle office of DDB (www.ddbseattle.com) is a full-service communications company with capabilities in issues, advertising, public relations, direct and online marketing, media and design. The agency is a unit of DDB Worldwide and Omnicom Group Inc. DDB Worldwide (www.ddb.com), Adweek's Global Agency Network of the Year for the second year in a row, is one of the leading advertising agency networks in the world with 206 offices in 96 countries. Acknowledged as the industry's most creative multinational network, DDB was named the Most Awarded Agency Network in the World for 2004 by the Gunn Report.