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MTV's 'Spiritual Windows' mix faith with rock 'n' roll
Key Excerpts from Article on Website of Chicago Sun-Times
Posted: November 11th, 2006
http://www.suntimes.com/output/falsani/cst-nws-fals11.html
It was about 10 seconds long and showed gondoliers rowing in the canals of Venice, Italy, while a Latin-sounding man's voice said: "Your heart is where your treasure is, and you must find your treasure in order to make sense of everything." And then more words appeared on the screen: "Everyday grace: MTV." In late January, MTV, the arbiter of all things hip, quietly launched a campaign of 24 of these little films. They call the campaign "Spiritual Windows." "We wanted to create little, short moments, almost breaths of peace, for the channel," Kevin Mackall, the...senior vice president of on-air promos for MTV explained. "There's a genuine appetite for spirituality these days." According to a little-known poll...53 percent of 18-to-29-year-olds said "religion" was "extremely important" or "very important" to their daily lives. Only 14 percent said religion wasn't important to them at all. One spot, with the tag line "Consume mindfully," shows a Tibetan nun hauling two plastic garbage bags to the curb in front of her Buddhist temple. Then there's "Everyone," with a Chinese dragon dancing...accompanied by a voice-over that says, "We need other human beings to be human." And one of the longer spots...shows the sun setting over a pyramid in Egypt as the Brazilian magical realist author Paulo Coelho's voice announces, "The desert will give you an understanding of the world. How do I immerse myself in the desert? Listen to your heart." Mackall...insists the "Spiritual Windows" are no gimmick. "It really, truly is answering a call from our audience," he said. "Hopefully it's a first step into some other content like this."
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