ASTRO-CHANNEL V ANTI-DRUG DRIVE

CHANNEL V Networks, in collaboration with Astro, officially launched an
anti-drug campaign in the support of Pemadam at the Mandarin Oriental Hotel
Kuala Lumpur on May 11.

Pemadam secretary-general Datuk Jumaat Mohd Noor, Channel V managing
director Steve Smith, Channel V video jockeys Asha Gill and Joey Mead, and
local celebrities, including Deanna Yusoff, attended the event.

The campaign will be aired on Channel V International broadcast via Astro
in Malaysia from May 22 to June 26.

June 26 is observed by the United Nations as the International Day Against
Drug Abuse and Illicit Trafficking (Idadait).

"The current theme of Idadait is Turn On Music, Switch Off Drugs, while the
previous year's theme was Uniting To Prevent Drug Abuse," said Jumaat.

"The two themes render strong significance to the collaborative efforts
undertaken by Astro," he added.

He emphasised that the entertainment industry is an effective and powerful
media to educate youth to say "no" to drugs.

Jumaat said the use and abuse of amphetamine type stimulants (ATS or
ecstasy) and "gateway drugs" (alcohol and cigarettes as gateways to drugs)
was escalating.

'Astro has the advantage of being able to reach out to viewers across Asia.

"However, we are aware that it may not reach rural folk.

"We took that into consideration and have implemented other campaigns so
that our message can reach those living in rural areas," he said.

He stressed that the struggle against drug abuse was not a battle that will
end but was like education which was a continuous process.

Speaking at the launch, Smith said: "As one of Asia's eminent youth
broadcasters, Channel V is actively involved in drawing attention to causes
which lead to drug abuse.

"We know that we have the power to influence teenagers across our footprint
and by creating and airing anti-drug messages on our channels, we sincerely
hope we can make a difference."

The campaign is aimed at promoting greater awareness for the prevention of
drug abuse among Malaysian youths.

It will be done through the creation of on-air promotions, endorsements and
a series of on-ground promotions.

Channel V has specially produced a series of endorsements by international
top artists and Asian teenagers.

A video footage of celebrities saying "no drugs" with a good mixture of
video and audio effects was presented.

Jumaat, Smith and the celebrities who attended were invited to sign their
names on a poster as a pledge of their support for the campaign.