This initiative relies on the value of collaboration, and centres on what is described as the "unique power" that broadcasters have to deliver information to, and shape the attitudes of, the public. In addition - as visible and influential opinion leaders in their respective communities - the media, when actively engaged in the fight against HIV/AIDS, can perhaps also send a powerful signal to policymakers and other stakeholders about the importance of a collaborative response to the epidemic. Organisers claim that the Partnership is unique because the media companies themselves are driving the development of this initiative. To that end, at the May 2006 summit, participating executives signed a Partnership Declaration, committing to the following:

• making HIV/AIDS a business priority;
• integrating HIV/AIDS communication across programme genres;
• providing for dedicated and substantial broadcast time to HIV/AIDS programming; and
• seeking co-production opportunities to extend the reach of HIV/AIDS messages.

A variety of communication strategies are being drawn upon as part of this structured framework for sharing information and resources. For instance, through Quarterly Programming packages sent to CBMP members, the Partnership provides Caribbean broadcasters access to rights-free HIV/AIDS-related entertainment and news programming. The CBMP also works to foster an environment in which the broadcasters may produce their own HIV/AIDS programming by offering both financial and substantive support. Other approaches that are being developed to support this process include:

• a coordinated, cross-platform regional public service announcement (PSA) campaign;
• integrated HIV/AIDS content across platforms, including entertainment, news, and public affairs programming;
• free information resources, including a website that offers details about specific regional media companies, and the entertainment, news/public affairs, and PSAs they are creating - as well as HIV/AIDS information and news;
• specialised briefings and training sessions for journalists, editors, and producers of popular programming; and
• targeted special event messaging.

HIV/AIDS.

The CBMP represents a response from Caribbean broadcasters to the United Nations (UN) Secretary General Kofi Annan's call to action under the Global Media AIDS Initiative (January 15 2004): "We recognize that the world's media are in a unique position to help fight the AIDS epidemic. Through its extensive reach, media is a powerful force for educating and informing the public about the HIV/AIDS epidemic. We, therefore, resolve through our companies to expand public knowledge and understanding about HIV/AIDS." Organisers believe that the partnership is particularly appropriate and necessary for the Caribbean, as it is the region in the world second most affected by HIV/AIDS (the most affected region is sub-Saharan Africa).