Ian Rowe is kick-starting the potential of the TRL crowd.MTV isn't just about beach-town booty fests, opulent sweet sixteens, or raps about yachts and Cristal: As head of the Think MTV initiative, Ian Rowe, 42, ensures that critical issues like global warming, sexual health, and racial discrimination are not lost amid the bling.He is, in short, the conscience of MTV."Every generation has inherited a world they're unsatisfied with and want to change for the better," says Rowe, who joined the network in 2004 to lead MTV's "Choose or Lose" campaign, which helped motivate nearly 22 million youths to vote in the last presidential election. Riding that momentum, Rowe and his staff launched Think MTV in May 2005. "After the elections, our viewers were telling us they still wanted to take action, to be engaged," Rowe says. "We realized we could be the loudspeaker."Partnering with everyone from Bill and Melinda Gates to Jay-Z, Think MTV creates on-air specials, sponsors events and contests, and offers a number of online resources to, as Rowe puts it, "push power down into the hands of young people to take action locally."
|We realized we could be the loudspeaker.|
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