MTV began as a forum to feature music videos and songs that were new and on the edge. Over time, the channel has evolved from what it started as to what it is today, a channel known for “TRL,” “The Real World,” and various specials. But since the launch of “Rock the Vote” in the early 1990s, political activism and social awareness have also been an important role of MTV.Tonight, MTV will air “Anatomy of a Hate Crime: The Matthew Shepard Story.” Following the film, public service programming about hate crimes and discrimination will air for 17 commercial-free hours.The film documents the story of Matthew Shepard, the college student who was lured from a bar in Laramie, Wyo., and murdered because he was gay.Local experts believe MTV’s special will play a positive role in raising awareness about hate crimes.”MTV should be commended for doing this,” said Tom Beell, professor of journalism. “They will certainly get good press for this, and I don’t think they are sacrificing much for this. Advertising isn’t big in January, so MTV won’t lose as much by having 17 hours of commercial-free programming.”Following tonight’s show will be an MTV News special discussing discrimination and hate affecting youth. Then, MTV will air footage of celebrities reading hate crime incidents. The programming launches a year-long campaign against discrimination and hate crimes.”Our hope is it really gets the attention of our audience and motivates them to get involved,” MTV programming president Brian Graden told the Associated Press.It will be good for people to hear stories of hate crimes because many people don’t think they will affect them, said Jeremy Hayes, president of the ISU chapter of the Lesbian Gay Bisexual Transgender and Ally Alliance.”Lots of young people watch MTV so the program will get exposure,” said Hayes, junior in management information systems. “As long as there are hate crimes it is beneficial to have programs to raise awareness such as this. Its great to see the media responding to issues like this.”Though the station’s intentions are good, Beell believes many people who usually watch MTV won’t be attracted to 17 straight hours of the same thing.”I’m sure those that watch the show will be impressed by it,” Beell said, “but the show doesn’t sound visually interesting, so people may just sample the program. MTV viewers seem impatient. They want action, visuals and music so they may not watch the program for very long.” Music videos by rapper Eminem have been highly embraced by MTV, despite homophobic and misogynist lyrical content. Some believe the special may represent a public relations move that serves as a reaction to negative attention MTV has received for supporting Eminem.David Stuart, who teaches Music 104 “The History of Rock and Roll” feels the media have an influence over their viewers, and they should realize the power they hold.”I think MTV jumped on the bandwagon with Eminem because he was good at what he did and was popular with the audience MTV serves,” said Stuart, associate professor of music. “For many artists, a major component of selling is to push the envelope as far as they can go to shock people. At some point, the public says enough is enough. Many people are at that point now with Eminem, and the special is probably a response to that.”The focus on hate crimes creates a balance of what MTV airs,” he added. “MTV may have altruistic reasons for airing the special, but lots of stations have public service shows.”MTV has changed their format over the years and that, although it is a music television station, public service is now part of what the station does.”I think MTV has gone the way of niche marketing,” Stuart explained. “They have formats and aim shows at certain people. Over time, the people at MTV realized they could cash into shows and others things. MTV started out as a place people turned to when they had some free time. MTV isn’t what it used to be; it’s more segmented now. Viewers aren’t interested in a hodgepodge of things now but specific shows.”Hayes of the LGBTAA thinks it’s important for MTV to show all sides of hate crimes, and to respond to the criticism it gets for promoting Eminem. “I think it’s important for all sides of the issue of discrimination to be seen,” Hayes said. “Eminem says many things to offend people, but I think MTV is sincere about promoting awareness. I think MTV feels they have a duty to be involved in social movements, and that is great.”