'Enrol for equality': MTV Australia to cease regular programming
MTV Australia will go quiet for 12 hours on Thursday to encourage young people to vote in the upcoming same-sex marriage postal survey.
The music and pop culture channel is replacing its usual lineup with an automated message encouraging people to enrol between 6am and 6pm.
Thursday is the last day for Australians to register with the Australian Electoral Commission and ensure their details are up-to-date.
Simon Bates, the head of MTV Asia Pacific, said in a statement shutting down the regular broadcast was important because young people deserve to have their say on marriage equality.
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"As a leading youth entertainment brand that supports inclusiveness and equal rights for all Australians, MTV wants to encourage young Australians to get out and do their part in ensuring their voices are heard in the Australian Marriage Law postal vote," he said.
MTV's website will also encourage people to update their details during the blackout, with Bates promising an "LGBTQ editorial takeover".
The youth network isn't the only pop culture platform encouraging Australians to vote in the upcoming A$120 million ($131m) non-binding survey.
Pop culture websites Pedestrian TV and Junkee promised to black-out their websites and social media channels on Wednesday between 5pm and 8pm, except for LGBTIQ content. FBi Radio, Broadsheet and VICE have also agreed to take part.
The commercial TV networks, meanwhile, have confirmed they will consider ads from both the "yes" and "no" camps.
- The Age