In 30 years MTV has transcended from a novel business concept to a cultural revolution to a standard for social responsibility. To some now MTV may seem the part of midlife crisis, as it has matured from cool music videos into schlock made for lowest denominator reality shows. However, that may be a mistaken impression, as MTV is now many different channels, projecting just as many images and varying from country to country in the tastes that it delivers. (There is even a more recent “MTVU” - as in university - reviving music videos). Under MTV’s long standing International Chairman, Bill Roedy, MTV became less about exporting American or Anglo culture and more about defining its programming by both domestic and international music and art. It was a critical nuance in MTV’s identity. It became more accepted as a global citizen in its advocacy efforts. Bill, a personal friend for many years now, was one of first to initiate efforts to combat HIV-AIDS (See “Staying Alive Foundation” he launched to Global Business Coalition on HIV/AIDS). He Became a UN Goodwill Ambassador for UNAIDS. Today he is first envoy on behalf of “GAVI” - the Global Alliance for Vaccines and Immunisation. However, the global citizen was not only about the largely apolitical issues. MTV has been part of the tearing down of the Berlin Wall and bringing down barriers between nations, cultures and presumably civilizations. Coincidentally as MTV celebrates 30, much of the Muslim world starts the month of Ramadan. MTV has helped Muslim audiences commemorate the occasion, perhaps a seeming contradiction in more than one way as the self absorbed channel helps mark the month of self reflection. In the US, MTV has sought to encourage voting and a deeper grasp of issues through “Rock the Vote.” Middle age and midlife crisis perhaps, but also “diplomat-artist” is something that MTV has evolved into. Bill Roedy retired from MTV earlier this year – you can read his new book, highly acclaimed and a great read: “What Makes Business Rock” - www.billroedy.com/books/what-makes-business-rock/ . Looking in the rearview mirror, MTV and Bill in particular have shown that you can go forward, be cool, culturally provocative, a business success and a global citizen. As for aging gracefully, what is more kool than growing into a diplomat artist? MORE “DIPLOMAT-ARTISTs” at diplomaticallyincorrect.org/c/diplomat-artist By Ambassador Muhamed Sacirbey Facebook – Become a Fan at “Diplomat Artist” Twitter – Follow us at DiplomaticallyX FILM REPORT –“Bill Roedy Speaks to Model UN” - diplomaticallyincorrect.org/films/movie/bill-roedy-mtv-networks-international-chair-speaks-to-model-un-at-general-assembly/19805