Sustainability practises at Media Prima Bhd

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Media Prima Bhd 2013

Media Prima Berhad was the Platinum winner of the National Annual Corporate Report Awards (NACRA) 2013 for Corporate Social Responsibility Reporting and also the overall winner in the Association of Chartered Certified Accountants Malaysia Sustainability Reporting Awards (ACCA MaSRA). The Media Prima Sustainability Report 2013 conforms to the stringent ‘G3.1’ guidelines of the Global Reporting Initiative (GRI) at the highest ‘A+’ level(Media Prima Berhad, 2013).

Media Prima Bhd believes enriching the ecosystem for creative content industry is still evolving. It is still a learning curve and hardly beginning for the group and the industry. The dynamic evolution of creative interactions and evolutionary networks of content across multiple devices have yet to show its true colors. Media Prima Berhad believes “connected consumers” will drive media companies like us to new areas and dimensions. Media Prima Berhad has to be agile to prepare ourselves for the new demands. Media Prima Berhad has to understand what the consumer wants(Media Prima Berhad, 2013).

Media Prima Berhad began the sustainability journey by carefully monitoring the community around us, to understand their issues and efforts. Datuk Ahmad A. Talib as the Group CSR Advisor is overseeing the Briged Sukarelawan Media Prima-NSTP that has coordinated several relief missions across the country. The brigade has collaborated with Mercy Malaysia, Institut Jantung Negara (IJN) and Persatuan Bulan Sabit Malaysia (PBSM) on various programmes. Media Prima Berhad launched Tabung Lahad Datu immediately after the incursion, collecting almost RM10 million from caring and concerned Malaysians. Media Prima Berhad launched Tabung Kemanusiaan Syria, Tabung Bencana Taufan Haiyan and NSTP-Media Prima for local relief efforts. Media Prima Berhad launched its Cubig Digital Series in 2013 placed on KL Monorail pillars in Bukit Bintang to target the pedestrians and motorists. It allows brand owners to communicate with their target audience by enjoying animated connectivity across the screens with a multiscreen synchronization effect. (Media Prima Berhad, 2013).

Managing environment and social risks drives sustainability and provides competitive advantage now and future. As Malaysia’s Leading Fully Integrated Media Company, our sustainability practices are about touching lives. Each business platform takes a proactive role in reaching out to its stakeholders and making a difference to their lives. The concept of sustainability at Media Prima encourages us to integrate sustainability into our core business such as raising funds for people in-need through our television programme, Bersamamu and through print in Titipan Kasih Harian Metro. This year, we have also started to integrate our business platforms for maximum reach and extend our brand presence to deliver talent and content to difference audience groups. Projek Metro, a collaboration with Harian Metro and TV3, is a good example of this. Fly FM show, Phat Fabes and Ben show, featuring the most famous duo, Phat Fabes and Ben, is being aired on ntv7 (Media Prima Berhad, 2013).

Media Prima Berhad had established Tabung TV3 and TV3 Persamamu Funds, Special Purpose Fund, Tabung Wira Lahad Datu Media Prima, Media Prima-NSTP Typhoon Haiyan Disaster Fund, and Media Prima Syrian Humanitarian Fund to distribute the money for spouses. Media Prima Berhad also increased public awareness of our environmental, societal and governance programmes and performance. Employees of Media Prima Berhad perform hard work and dedication to regularly conduct market analysis and benchmarking to ensure their benefit package is on a par with market and continue providing the Media Prima family with a comfortable and safe working environment(Media Prima Berhad, 2013).

Economic Area

In the economic areas of Media Prima Berhad focus on economic performance, market presence, indirect economic impacts. In economic performance, the company discloses the direct economic value generated and distributed (EC1) in the Financial Statement of Annual Report 2013. The financial implications, other risks and opportunities for the organization’s activities due to climate change (EC2) disclosure by the company which are owned vehicles has increased by 52.24%, electricity usage has increased by 2.37%, CO2 emissions from air travel increased by 20.94%, and total emissions increased by 5.50%. The information about coverage of the organization defined benefit plan obligations (EC3), significant financial assistance received from government (EC4), significant funding and other support received from non-government sources (M1) are fully disclosed by the company in Sustainability Report 2013. In the market presence, the standard entry level wage vs. local minimum wage (EC5), policy, practices, and proportion of spending on locally-based suppliers (EC6), procedures for local hiring (EC7) such as best practices in the workplace, code of ethics, competitive remuneration and benefits, employee engagement and satisfaction measurement, 4As and Media Prima Bridge Gap with Industrial Talent Exchange, talent development management, benchmarks, performance measurement, competency framework, diversity and inclusion, collective agreement & freedom of association and so on also consider by the company. In the indirect economic impacts of the group disclosures about the development and impact of infrastructure investment and services provided primarily for public benefit (EC8), understanding and describing significant indirect economic impacts (EC9). All the information from EC1 until EC9 is fully disclosed in the Sustainability Report 2013 (Media Prima Berhad, 2013).

Environmental Area

In the environmental area, the group tested the performance of a new violent chemical-free plate solution at its plants in Senai and Shah Alam. This pilot was a success and look forward to this solution being introduced to all of their plants. This is good for the environment and also reduces costs. The company has also installed induction lighting at their plants, which is one of the best kept secrets in energy-efficient lighting. This lighting uses less electricity while minimizing the chance of eye strain caused by flickering, strobing or noise. Materials used by weight or volume is disclosed in EN1 but the group aim to improve EN2 about recycled percentage input materials used in the future. Energy of direct and indirect consumption disclosure in EN3 and EN4 but EN5, EN6, and EN7 are measuring the energy savings still at the early stage so will be disclosed in 2014. Water information disclosure from EN8 and EN9 but EN10 no monitoring done at the moment about total volume and percentage of reused and water recycled. Biodiversity information not disclosed from EN11 until EN15 due to indicators are found to be not material in nature of business as Media Powerhouse. Emissions, effluents and waste information disclosure in EN16, EN17, and EN18 is about the greenhouse gas emissions, EN21 and EN22 is about water discharge and disposal method while EN19, EN20, EN23, EN24, and EN25 which were not disclosed in the report. Products and services disclosure in EN26 which is about initiatives and extend to mitigate environmental impacts of products and services, but EN27 is not relevant to nature of business. Compliance disclosure in EN28 concern the total number of non-monetary sanctions for non-compliance and monetary value of significant fines with environmental regulations and law. Transport information disclosure in EN29 is about significant environment impacts of transporting products, other goods and materials used for organization’s operations. Overall information disclosure in EN30 which is total environmental protection expenditures and investments by type (Media Prima Berhad, 2013).

Social Area

The Social of the group concerns labour practices and decent work, human rights, society, and product responsibility. The labour practices and decent work are about employment information of total workforce, total number and rate of employee turnover, benefit provided to full-time employees all are disclosed in LA1, LA2, and LA3, but the company does not provide benefit return to work of employees (LA15) in this moment. Labour or management relations are disclosed in LA4 and LA5 about percentage of employees covered by minimum notice periods regarding significant operational changes and collective bargaining agreements. Occupational health and safety are disclosed in LA6 until LA9, training and education are disclosed in LA10 and LA12, however LA11 is not implemented in the group, diversity and equal opportunity are disclosed in LA13, equal remuneration for women and men disclose in LA14. The human rights of social concerns about diversity and equal opportunity HR1 until HR3, non-discrimination HR4, freedom of association and collective bargaining HR5, child labour HR6, forces and compulsory labour HR7, security practices HR8, indigenous rights HR9, and assessment HR10 all disclosed in the Sustainability Report 2013 except the remediation HR11. The Society of the group concerns about community S01, S09, and S010, corruption S02 until S04, public policy S05 and S06, anti-competitive behavior S07, compliance S08. Social of the product responsibility consist about content creation M2 and M3, content dissemination M4 and M5, audience interaction M6, customer health and safety PR1 and PR2, product and service labeling PR3 until PR5, marketing communications PR6 and PR7, media literacy M7, customer privacy PR8, compliance PR9 (Media Prima Berhad, 2013).


Media Prima Berhad. (2013). Sustainability Report 2013. Retrieved March 26, 2015, from