MTV announced that it will air in black and white for 12 hours in honor of African-American pastor and activist Martin Luther King Jr., TV By The Numbers reported.
Viewers can join in the celebration using the hashtag #TheTalk, which will discuss issues related to race. MTV president Stephen Friedman said that the Martin Luther King Jr. day is very important since people can recall his legacy and past events. People can also look forward on the things needed to be done against "blindness, bias and prejudice."
#TheTalk is to encourage viewers especially the younger generation to verbalize their thoughts and questions about race. Before the commercials, MTV will present a well known personality that will share their personal views and experiences regarding race issues in America, according to Huffington Post.
One participant is Kendrick Lamar who gave a glimpse of his family's struggle with being an African-American. Lamar revealed on the clip that his father talked to him about race since he knew that the color of his son's skin would someday be tested. The musician cited the legendary people who died fighting against racial discrimination.
Aside from Lamar, personalities such as Pete Wentz, Big Sean, Rick Ross, Jordin Sparks and Pen Badgley will be featured. Politicians such as Senator Rand Paul, Senator Cory Brooker and Congressman John Lewis will grace the show as well.
The network's campaign is highly inspired by a study they conducted among 14 to 24-year olds that showed 73% of the respondents believe that conversations can help resolve discrimination. Unfortunately, only 10 per cent actually have these conversations.
This is not the first time that MTV campaigned against discrimination. The network launched "Look Different" project in April wherein they aired TV specials focusing on anti-discrimination of race, gender and sexual preferences. #TheTalk is actually an expansion of the said project.
Viewers can start using the hashtag #TheTalk when MTV airs in black and white from 9 AM to 9 PM on Jan.19.