TV One has partnered with breast cancer organization Susan G. Komen for the Cure®, and hair care company Luster Products to develop a content and outreach collaboration centered around the disease and African-American women.
The cable network will produce a one-hour documentary that will examine the prevention, detection, treatment of Breast cancer in association with Susan G. Komen for the Cure's "Circle Of Promise" African-American breast cancer initiative, according to network officials.
TV One will also produce a series of public service announcements beginning in July 2009 using Susan G. Komen's "Circle of Promise" celebrity spokespersons Gabrielle Union, Richard Roundtree, Renee Syler, and Lalah Hathaway, as well as other public figures with an interest in breast cancer.
TV One's Digital Media team will produce a microsite enabling user-generated video to be uploaded, as well as provide interaction with support groups and access to clinical trial information. The site will also provide links to the Komen site, with regards to breast cancer diagnosis and treatment resources, as well as Luster Product's site for tips regarding hair affected by cancer treatment with their hair strengthening and restoration regimens.
TV One will work with Breast Cancer Treatment Centers at hospitals in urban areas to provide copies of the documentary, as well as with cable affiliates to run cross channel spots, information booths and local events.
"We know our viewers trust TV One, and we are proud to join with Luster and play a constructive role in getting the word out about this critical issue," said TV One President and CEO Johnathan Rodgers in a statement.
R. Thomas Umstead serves as senior content producer, programming for Multichannel News, Broadcasting + Cable and Next TV. During his more than 30-year career as a print and online journalist, Umstead has written articles on a variety of subjects ranging from TV technology, marketing and sports production to content distribution and development. He has provided expert commentary on television issues and trends for such TV, print, radio and streaming outlets as Fox News, CNBC, the Today show, USA Today, The New York Times and National Public Radio. Umstead has also filmed, produced and edited more than 100 original video interviews, profiles and news reports featuring key cable television executives as well as entertainers and celebrity personalities.
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