It is no surprise that an adult entertainment broadcaster would be concerned about the spread of the HIV virus and AIDS. But for one satellite channel in Japan known for silly parodies and wacky porn programming, that concern goes beyond immediate commercial interests — to trying to reverse wilting media attention on these debilitating illnesses even as they affect more lives in our communities.

"A decade ago, the AIDS issue was a priority in all media around the world," says Paradise TV President Tsuyoshi Shiba from his office in Tokyo's Shinjuku Ward. "But now global warming — and its consequences, such as rising sea levels — is the main topic. Of course, that is important, but AIDS directly impacts our lives now."

The channel's response is "24-Hour TV: Eroticism Saves the Earth," a telethon to raise funds to combat the growing incidence of HIV/AIDS in Japan.