To be able to respond to and even lead the evolution of broadcasting in Malaysia, we at Media Prima must continually adapt to rapidly changing technology and to the evolving needs and preferences of Malaysians.To this effect, we have continued to invest in new technologies and new services. Our services now include broadcast and catch-up television, print media and much more. We have also made considerable progress on an unprecedented and ongoing renewal of our programming – a renewal that is capturing new audiences and increasing our traditional audiences with programming that engages, informs and challenges.

We have reason to be proud of these considerable achievements, and we understand that the challenges that rapid change brings will only be amplified over time, and we must keep changing and adapting. At the same time, maintaining high quality journalism is essential for supporting active citizenship and encouraging participation in all age groups. One of our challenges is to engage with parts of the population who are traditionally seen as hard to reach and would normally take no part in social andcivic debate

While the changing global context presents us with new challenges, meeting those challenges is part of a continuing process that can be traced back to the founding of our company. With this Report, we have set out to describe the ways in which the foundation of our citizenship strategy -freedom of expression, journalistic integrity, access to information, diversity of viewpoints, and responsibility to community - supports our business strategy.

We recognize that there is a connection among our responsibilities to our employees, customers, communities, and stockholders and that responsible corporate citizenship helps protect the long-term sustainability of our company.

The role of a publicly held company is to create value for its stockholders. We believe that to serve this mission well, we must listen to our many global stakeholders. First and foremost, we listen to our investors, our customers, employees, policymakers, suppliers, and debt holders.

Honouring our principle of a diversity of viewpoints means that we engage groups with a variety of opinions; for example, we regularly meet with policymakers on an ongoing basis to listen to and discuss concerns or issues about the media industry while similarly representatives from our Group Corporate Communications office meets regularly with our other stakeholders to listen and discuss issues arising from our programmes, and services to obtain feedback.

Apart from that, our businesses utilize customer service programs designed to improve the overall customer experience. Employee Opinion Surveys provide Media Prima's employees with a formal and anonymous mechanism to voice honest feedback about the company. In addition, we have worked with several nongovernmental organisations (NGOs) to help us hear some of the voices that comprise our stakeholders. This close liaison has helped Media Prima identify citizenship challenges and opportunities that will strengthen our position as a responsible business and global citizen.

Issues such as climate change, shifts in the global economy, and a new generation of employees with new expectations have contributed to the changing landscape in which every company operates. The media industry faces a unique set of challenges and opportunities, as emerging technologies and changing consumer habits have inspired our businesses to explore new and innovative forms of content and means of global distribution.

Technology has enabled us to distribute content more cost-effectively around the world, but it also makes it easier for digital pirates to copy content and sell it illegally. Our businesses also face risks relating to competition for the leisure and entertainment time of audiences, which has intensified in part due to advances in technology.

Large organisations such as us are under increasing pressure to reduce environmental impacts, use resources more efficiently, and manage their operations in a more sustainable way. We are making progress in all of these areas, and our report sets out what we have already achieved, and the goals we have set ourselves.

As a public service broadcaster we can also make a contribution by raising awareness of environmental issues. For many years, beginning with our news broadcasts, we have been reporting on the state of the Malaysian environment and we have taken this through into our programming via the current affairs programming that we produce, such as Majalah 3 and more recently Aduan Rakyat on TV3.

This report explains how we see our CR issues and how we have performed. We believe it is the most thorough account in our sector and a reflection of the very high priority we place on responsibility and integrity.

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