2012 Annual Report - Media Prima Berhad

Media Prima Berhad
Corporate
Responsibility
PROMOTING INTELLIGENCE, NURTURING TALENT
& ADVOCATING RESPONSIBILITY (PINTAR)
Media Prima continued its contribution to education through
the PINTAR programme. PINTAR is a collaborative social
responsibility initiative by PINTAR Foundation. It works in
collaboration with GLCs and private corporations in Malaysia
to foster academic and non-academic excellence particularly
for the underserved students nationwide through its school
adoption programme. In 2012, we continued our support for
two schools; SMK Jelutong and SK Cherating. Our
contributions were used to fund various educational activities
and provide educational assistance. Projects undertaken
included engagement sessions with parents and school
teachers, extra tuition classes, motivation courses and cocurricular
activities.
We are pleased that these efforts have been well received
by the schools and students involved. In 2012, the pass
rate of students sitting for the Penilaian Menengah Rendah
(PMR) examinations for all subjects was above 60%. The
percentage of SK Cherating students who achieved 2As
and above in the Ujian Penilaian Sekolah Rendah (UPSR)
2012 also increased by almost 18% compared to 2010.
Bersamamu
In May 2005, TV3 proudly unveiled its steadfast CSR
themed signature programme, Bersamamu. This charity
programme continues to receive an overwhelming response
and has built closer ties with communities. Aired every
Wednesday at 9.30pm, it aims to raise public awareness of
the beauty of charity. This is part of TV3’s social
responsibility initiatives to help ease the burden of
underprivileged people. During each programme, TV3
highlights the difficulties faced by some people. It
encourages viewers to donate money and join related
charity drives. Although the Bersamamu programme for
2012 concluded on 30 May, the ‘Tabung Bersamamu’
continues to receive public contributions to help the
Bersamamu families.
Tabung TV3, Special Purpose and TV3 Bersamamu Funds
In 2001, Tabung TV3 was established to encourage the
public’s ongoing participation in and contribution to on-theground
activities and other charitable events. This fund
benefits the society’s needy and less fortunate.
Tabung TV3’s selection and assessment process is guided by
examining a broad spectrum of community needs including
the disabled; disadvantaged; victims of catastrophes or
natural disasters; those with social or health problems; war
victims; and festive goodwill such as Hari Raya Puasa,
Chinese New Year, Deepavali and Christmas.
TV3 Bersamamu Fund was established in 2005 to encourage
participation and contribution from the public through the onair
programme, Bersamamu. It also covers on-the-ground
related activities. The Fund is intended for use in a one-time
campaign for a specific duration. Donations help supply the
target group with humanitarian aid such as medical supplies,
food suppliers and basic essentials.
Raudhah Di Hatiku
TV9’s Raudhah di Hatiku is an on ground event held at
various mosques with an objective to change public
perception of mosque as not merely an institution of
worship, but also serves as a community hub. The idea
was conceptualised in 2011, with the genuine intention of
reaching the hearts of TV9’s viewers through community
based activities. Due to overwhelming and positive
responses, Raudhah di Hatiku is now an annual event on
TV9’s calendar.
In its second year (2012), Raudhah di Hatiku attracted more
than 30,000 visitors! TV9 has explored three mosques that
are situated at urban and affluent residential areas, to further
alter the preconceptions that religious content are only
followed by the rural audiences. Raudhah di Hatiku has
proven that religious content is followed by all types of
people, including in inner-city centers with higher standards
of living.
76
annual
report
2012