The United Nations has launched its television channel on YouTube, a popular video sharing web site, in an effort to reach a broader and younger audience on a range of issues on the world body's agenda.
The programmes to be aired on the channel, are produced by UN Television (UNTV) along with the organisation's various agencies and their funds, and will cover topics such as climate change, development, human rights, peace and security.
Some of the current stories posted on site address the fight against prejudice of India's dalits, the ecological threats to the Galapagos Islands, the UN's monthly news magazine that spotlights the world's forgotten stories.
The UN is also partnering with YouTube to launch a joint campaign "In MY Name" with NGOs like Oxfam, GPAC and Save the Children to draw attention to the Millennium Development Goals the set of eight anti-poverty targets world leaders have pledged to achieve by 2015.
As part of the campaign, Black Eyed Peas singer Will.I.Am will ask citizens from every country to upload footage to YouTube supporting the MDGs by stating their name, their country and, if desired, a request to their government to end poverty.
Secretary-General Ban Ki-Moon intends to join the online petition by the Black Eyed Peas artist.
The partnership with YouTube is the latest effort by the UN to use new media to reach a varied audience.
The world body recently drew on SMS mechanics for the International Day of Peace "Txt 4 Peace" campaign encouraging people across the world to send messages of peace.
