GIVING BACK TO OUR COMMUNITY

REACHING OUR AUDIENCE

Radio and television is a part of the daily life of the majority of people in Malaysia, and has an important role in shaping cultural values. Our prime function is educate, inform and entertain, but in doing so we keep people informed about important issues, raise awareness and stimulate debate. From current affairs to chat shows and dramas, many of our programmes bring social and environmental subjects to a mass audience in an accessible way. We emphasise the development of local programmes and dramas to ensure relevancy to our Malaysian audiences. Through this way, we also ensure the quality of our products to our audiences.

Our programmes include highly acclaimed Nur Kasih, Gadis Melayu, Field Trip USA and the multiple award winning documentary Majalah 3. Being number one in news and localized content, our network channel, TV3 has also managed to continuously maintain ratings which made up the entire Top Ten programmes listed weekly (Source: AGB Nielsen Media Research). ntv7 also performed creditably, cementing its position as the Number One channel amongst Chinese audience, with a growing 18.2% viewership share.

We have always ensured that our programmes are targeted to the diverse audiences in Malaysia, with approximately 49% of our programmes occurring in languages other than Bahasa Malaysia.

RESPONSIBLE PROGRAMMING

We aim to create engaging, exciting and sometimes challenging programmes,whilst ensuring appropriate safeguards are in place to protect the viewer.

Television is seen and judged by millions and touches the daily lives of almost everyone in Malaysia. At its best, television can educate, entertain and inform. The wide reach of Media Prima’s family of channels helps to shape our common culture, reflect our cultural values, and stimulate debate.

With this influence comes responsibility, and broadcasting in Malaysia is very closely regulated to ensure that this influence is exercised responsibly.



The regulation of programme content in commercial television is embodied in the Communications and Multimedia Act (CMA) 1998. Under this Act, content applications service providers are required to comply with the content requirements in the CMA, which prohibit the provision of content that is indecent, obscene, false, menacing or offensive in character with the intent to annoy, abuse, threaten or harass any person.

The key responsibility of all broadcasters and programme makers is to ensure that the Code is followed. Apart from that we also comply with the Content Code, which is a voluntary industry code adopted by the Communications and Multimedia Content Forum of Malaysia, an industry forum established in February 2001 pursuant to the CMA. The Content Code is registered with the Malaysian Communications and Multimedia Commission (MCMC), but compliance with the Content Code is not mandatory.The Content Code only applies to content that is provided through electronic networked media.

Programme Compliance
Compliance of most programmes broadcast on our family of channels is handled in house. Compliance of productions is currently monitored largely between our Corporate Governance department and Lembaga Penapisan Filem Malaysia (LPF).

Our Corporate Governance team provide support and advice for programme makers before and during production. Their advice is also available to programme commissioners and people involved in activities outside of broadcast television - for example broadband delivery of video on demand, and on mobile. They review pre-recorded programmes to verify its compliance before broadcast, and also advise on the content and the conduct of live programming.

Furthermore, LPF maintains a presence at Sri Pentas to assist in ensuring the contents of our programmes are in compliance at all times.

Stimulating Creativity
Over and over again, art evokes fresh ideas for shaping our future. Indeed, artistic creativity explores new, unique perspectives that can change our views and allow us to discover unusual solutions. We are convinced that creativity is the source of innovation, growth, and added value in both art and business. For this reason, we promote numerous shows to showcase the talents within Malaysia.



At Media Prima, we feel that we have a special responsibility to support, stimulate and encourage the evolving cultural life of Malaysians. We also have a responsibility to be innovative, open our doors to new talent and foster creativity.

In order to achieve this purpose we should develop fresh approaches, set trends and take creative risks. We also encourage participation in cultural activities. We have been organising Anugerah Juara Lagu (AJL) since 1986. The 24th Anugerah Juara Lagu was held on 10 January 2010, a culmunation of 8 months of planning and work initiated in 2009. For the event, we recorded the highest growth in viewers numbers; recording viewership numbers of almost 5 million (Source AGB Nielsen Media Research). We also recorded a new historic mark with 25,000 hits on the AJL Facebook website (Source: Google Analytics) and over 3,000 followers on its social networking site – Twitter (Source: Twitter).

The site marked a record percentage of visitors in Southeast Asia (Source: Octoshape Infinite Edge Internet Media) where almost 30% viewers were made up of web surfers from Japan, Denmark, Australia, United States of America, Russia and the United Kingdom. For the first time ever, the site introduced a 360° panoramic view, from within and outside the stadium from which AJL24 was aired live.



In the years we have organised this event, AJL24 has shown that it is not only an event to celebrate the local composers but it is also a stepping stone for those who win the awards to keep moving ahead. Our past winners have included Francisca Peters in 1986, M. Nasir in 1994 and 1999, Siti Nurhaliza in 1996, 1998 and 2000, Jaclyn Victor in 2005. For this award, the winner was for the song 'Pergi' composed by Pete Teo, lyrics by Amran Omar, and delivered by singer Aizat Amdan, a unanimous decision by the jury, lead by Fauzi Marzuki, an experienced composer.

Trusted news News programmes have a crucial social function. In an increasingly multi-media world, television continues to be a primary source of information. News programmes inform public opinion and generate debate. The potential to influence opinion means that broadcasters must have high ethical standards and report issues accurately, objectively, responsibly, and fairly. The commercial instinct to be first with a story must not compromise these standards. Our programmes must always comply with our own editorial standards, as well as the Broadcasting Code. Our news programmes cover stories from all over the world and is highly influential, collectively reaching an estimated average of 70.4 million viewers per week in 2009 (Source: AGB Nielsen Media Research).

ABOUT KARAM SINGH WALIA
ENVIRONMENTAL JOURNALIST



Famous for his Bahasa Malaysia idioms (peribahasa), Karam Singh Walia, can be said to be Malaysia's most well-known environmental journalist. Known to environmental issues, the 51-yearold Karam can often be seen on TV3's Buletin Utama. Karam has covered environmental issues around the Cameron Highlands, an important agricultural and tourism centre, for the past 10 years. In 2009, he broke the story of water supply system contamination in the area from fertilizer and human excrement discharges. Subsequently, a special Cabinet Committee on Co-ordination of Highlands and Islands was formed to help plan and manage developments of highlands and islands in the country.



New Media
Changing technologies continue to provide new opportunities to connect audiences and lay the groundwork for a more inclusive global society. One of our key objectives is to provide information to people when it was not available before. Our online and interactive services continue to grow. In line with this, Alt Media reached the 1 million mark of registered user data base with approximately 1.3 million users and still growing (This was accumulated from all the existing portals - TV3, ntv7, 8TV, TV9 and GUA).

However, we recognise that these new media avenues can lead to abuse and exposure to unwanted elements on-line. We monitor issues on-line and are in the process of developing procedures to ensure that new risks we encounter in this less regulated area are appropriately managed.



We apply the same standards as applied on our conventional media online, to reflect the high standards of our television business. We want to ensure that our reputation as a responsible, family friendly broadcaster is protected on every platform. User generated content was subject to strict editorial controls. We check all the videos and removed any material that would breach the Broadcasting Code or infringe copyright.

KALIJAHWATI MD KASSIM
PRODUCER "BERSAMAMU"



I have been involved in producing BERSAMAMU since February 2006, a year after the programme began its initial airing. Through my involvement in this programme, I have gained much personal satisfaction in enabling various people and their families be highlighted in our programmes to get the necessary assistance and aid to better their lives and that of their children. It was and still is hard for me and my team when we find our feature stories. We undergo much heartache as we conduct our investigations prior to airing each family in focus. Once, in Perak, I met with a verypoor family. The patriarch told us no one has ever asked about their shortcomings. Our tears streamed as he spoke of his family's ill fortune, when the Bersamamu team conducted their investigation and research prior to actual shooting of the programme. Throughout it all, I must say my team and I have derived much satisfaction in witnessing how the lives of the families we've assisted have changed. Witnessing how dilapidated homes, devoid of electricity and water supply, with major leakages have been transformed into proper homes. To me, it's the sense of responsibility I feel towards helping these families/individuals that keeps me going and I'm thankful for the boundless opportunities presented to give back to the community and I believe the Bersamamu team shares the same sentiment.