SINGAPORE: Come July 7, prepare to see TV screens hijacked by the phenomenon that is Live Earth.

The worldwide event, designed to create awareness of the hazards of climate change and made up of concerts at 11 venues on seven continents, was initiated by former United States Vice-President Al Gore.

Coverage of Live Earth will be offered continuously for 24 hours - with a break for the 9.30pm news - on MediaCorp TV Channel 5.

The broadcast will start at 7pm on July 7 and end at the same time the following day.

The round-the-clock broadcast is a first for Channel 5, which did not carry 2005's Live 8 concerts aimed at ending world poverty.

"We felt there was mounting worldwide interest in environmental concerns and Channel 5's best contribution would be our ability to help spread the message," said Joy Olby-Tan, Channel 5's vice president of programming.

And the broadcaster will be going green - literally.

In fact, the logos for all the MediaCorp channels - along with the masthead of Today newspaper - will appear in green on July 7.

The public will be urged to go green as well - Channel 5 plans to air announcements urging people to dress in that colour on the Saturday of the broadcast.

MediaCorp will also unveil eco-friendly initiatives in the month of July, in line with its commitment to furthering environmental and social causes, underscored by their signing of the United Nations Global Compact, an initiative led by former UN Secretary-General Kofi Annan aimed at getting businesses involved in social and environmental causes.