MTV, Nickelodeon, and other Viacom networks suspended their programming Wednesday during the nationwide, 17-minute demonstrations of students walking out of school to protest gun violence.
Shows on MTV, BET, Nickelodeon, Comedy Central, CMT and other Viacom networks and platforms were cut about 10 a.m. when the National School Walkout began.
The names and pictures of young activists affected by gun violence appeared on MTV instead.
The 17-minute program-shift and walkouts paid tribute to the 17 lives lost one month ago at Marjory Stoneman Douglas High School.
MTV and Comedy Central also changed their Twitter pictures, MTV to an orange logo and Comedy Central to a black circle, in solidarity with the students' anti-gun violence movements.
Viacom’s support for the young activists extended to the top, with Viacom board vice chair Shari Redstone personally donating $500,000 to the March for Our Lives movement.
In a Tuesday statement, Viacom executive Marva Smalls explained why her company took steps to stand with the high school students.
“This generation continues to be the driving force for change,” Smalls said. “We believe it’s critical to support the inspiring efforts of our youth, who are literally fighting for their lives. Viacom also has a responsibility to our audiences to do everything we can to elevate the many brave and bold activists to help them extend the reach and impact of their voices in this important movement.”
The media giant said it would continue its support through the day. In a statement, Viacom said:
- Comedy Central’s “The Daily Show With Trevor Noah” would add coverage of the anti-gun violence movement to its programming
- “The Opposition With Jordan Klepper” would build on its interviews with students and officials related to arming teachers, which President Donald Trump suggested as a solution to stopping school shooting
- Nickelodeon’s Kids’ Choice Awards would recognize the marches during the show.