Corporate Social Responsibilities (CSR) is the obligation that companies have to develop and to implement courses of action that aid in social issues that impact society. Corporate Social Responsibilities (CSR) represent the commitment of business to behave ethically and contribute to sustainable economic development while improving the quality of life of the stakeholders, in the ways that are both good for business and good for development (Moir, 2011). According to Kotler & Lee (2005), CSR refer to initiatives undertaken by corporations to improve their public image and build up a strong reputation through social improvement-oriented programming and development. This project is to prepare a CSR proposal with the aim to improve the performance of the selected organization. The organization selected is Astro Malaysia Holdings Berhad. By doing this proposal, it will be a practical experience of planning and developing a CSR project.
Profile of the Organization
Astro Malaysia Holdings Berhad is a leading integrated consumer media entertainment group in Malaysia and Southeast Asia. Astro is dealing with operations in 4 key areas of business, namely Pay-TV, Radio, Publications and Digital Media. Launched in 1996, Astro today has a 50% penetration of TV homes in Malaysia or 3.1 million customers, making it a key pay TV operator in Southeast Asia. They offer 156 TV channels, including 68 Astro-created and branded channels and 22 HD channels. All these channels are delivered via Direct-To-Home satellite TV, IPTV and OTT platforms. The Astro Company is located in All Asia Broadcast Centre, Technology Park Malaysia, Bukit Jalil, Kuala Lumpur. Astro has its own website at http://www.astro.com.my. Astro is the leading aggregator, creator and distributor of original multi-language content of various genres across multi-channels. Its radio network both terrestrial and digital covers all key languages cumulatively reaching 13 million weekly listeners and ranked among the top 10 stations in the country by capturing a 52% share of listenership in Malaysia. In addition, Astro Publications publishes seven printed magazines, including its TV viewing guide, AstroView, which is the most widely circulated magazine in Malaysia with a circulation of approximately 6 million in 2012. Other than that, Astro’s other commercial publications include FourFourTwo, Style and FHM, InTrend, men’s uno, iFeel, whici have a total of 1.7 million circulation in 2010. On top of that, Astro Digital develops and manages online and mobile portals to provide sports, entertainment and other key content to online audiences. This digital services allow Astro to expand its reach and to engage with customers and viewers by providing digital content such as latest news and sporting results, behind the scene and special features, programme highlights and social integration. The People’s Choice, Astro was awarded the “Brand of the Year” award at Malaysia’s Putra Brand Awards 2012. The award is recognition of Astro’s efforts to exemplify innovation, quality and strong corporate social responsibilities.
1996| Through the launch of MEASAT-1, MBNS, one of Astro’s wholly-owned subsidiaries, commenced digital DTH satellite pay-TV services with 22 TV and five radio stations. It then introduced format radio programming, the first broadcaster to introduce this into the Malaysia market.| 1997| MBNS was granted a renewable 25-year broadcasting license for the provision of broadcasting services in Malaysia, with exclusivity on DTH satellite TV services until 2017 and non-exclusivity until 2022.| 2003| Astro surpassed 1 million residential pay-TV subscribers. | 2007| Astro surpassed 2 million residential pay-TV subscribers. The Group introduced Astro On Demand.| 2009| Astro launched the Astro B.yond initiative which comprises of hybrid DTH and broadband-enabled set-top boxes and distribution platform to provide...