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Table of Contents: FOREWORD 2

PURPOSE AND BACKGROUND 4

INTERNAL EVENTS/ COUNCIL MEMBERS 5 EXTERNAL EVENTS 7

MEETINGS 28

MEETINGS WITH SKMM AND KPKK 31 THE CONTENT CODE REVIEW EXERCISE 40

THE COMPLAINTS BUREAU AND

CONTENT ADVISORY CENTRE 41

OVERALL CONCLUSION 44

ORGANIZATIONAL ACTIVITIES 45

ROADSHOWS 46

CONTENT CODE TRAINING AND

BRIEFING 47

INTERVIEWS 50

MEMBERSHIP MANAGEMENT 51

THE EXECUTIVE OFFICE 53

MOVING FORWARD 55

KEY PERFORMANCE INDICATORS AND BUDGET 60 APPENDIX 64

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he Communications and Multimedia Content Forum of Malaysia

(CMCF) is going through a positive growth as businesses regain ground and

recover from the brief economic decline. Times like these, the importance of

communication – both corporate and social – become more apparent as

they help stimulate business. From printed materials, TV and radio, to SMS,

MMS and social networking tools on the World Wide Web, technology is

evolving in a big way and it‟s encouraging to see how our society is evolving

with it.

It‟s a good evolution – one that promises change. And I believe that more Malaysians should explore and

embrace creative modes of communication and content technology in order to be on par with developed

nations. Among the first to adapt to these changes are undoubtedly, the advertising, communications and

marketing agencies. The „positive change‟, marked by increasing popularity of new media has given

these businesses the opportunity to reach out and connect to consumers like never before.

But as always, there‟s a flip side to the situation. The power of content within the context of

communications and multimedia cannot be underestimated. It is potent but valuable; risky yet essential,

and it can impact different groups of people in different ways. Some degree of control is necessary and a

guideline of dos and don‟ts would of course, be helpful. This was the reason behind the Content Code,

introduced in 2004. The code is a platform of guidance for the public and industry to determine what kind

of content is considered desirable and acceptable. While essentially voluntary, the code was made

mandatory earlier this year for specific license holders – mostly comprising broadcasters. The move is

imperative, considering the sensitive nature of broadcasting and its direct impact on viewers. As the

frontline regulatory body that deals with all content-related issues, our complaints bureau is also a

mainstay. The bureau attends to all content related complaints by members of the public and industry

players –in written form via post, fax, e-mail or online complaints form.

With all activities considered, 2009 was an encouraging year for CMCF. We‟re expanding ourselves in

new ways, stretching our influence in new directions, all for the good of the corporate citizens and the

Malaysian public. And we intend to keep the momentum going through 2010.

One thing is certain – CMCF will continue to be a strong advocate of industry self regulation and we‟ll

stand as the principal agency that can be depended upon to maintain the delicate balance between

content providers and consumers, in an increasingly challenging business and social environment.

T

Dato’ Borhanuddin Osman Chairman

Foreword from the Chairman

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4

The purpose of this report is to table the

Activity report of the Communications and

Multimedia Content Forum of Malaysia

(CMCF) for the period of January 2009 to

December 2009 to the Malaysian

Communications and Multimedia

Commission (SKMM).

The Content Forum was established in February 2001 as a society under the

aegis of the SKMM.

Over the past years, Content Forum had embarked on its various consumer

awareness programmes that have either been held in conjunction with the

SKMM, State Governments or at the behest of CMCF‟s own members and

affiliated partners.

The Executive Office and Complaints Bureau of the CMCF are fully

established and operational. The administration of the day to day operations

is executed by the Executive Office whereas the Complaints Bureau is

obliged in addressing complaints received from members of public or

industry members regarding electronic content.

The Complaints Bureau Chairman is also mandated by the Council to

address any issues that require specific content advisory matters under the

Content Forum‟s Content Advisory Centre and assisted by the Executive

Director.

The CMCF continues to gain direction under the Content Forum‟s Council

and Executive Committee (EXCO) of which executive decisions are carried

out by the Executive Office under the stewardship of the Executive Director.

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2009 COUNCIL MEMBERS EXECUTIVE COMMITTEE

Chairman Dato' Borhanuddin Osman Commercial Radio Malaysia (CRM)

Vice-Chairman Dato' Amrin Hj Awaluddin Sistem Televisyen Malaysia Berhad (TV3)

Hon. Secretary Dr. Fadhlullah Suhaimi Abdul Malek Telekom Malaysia Berhad

Hon. Treasurer Tuan Syed Agil Bin Shekh Alsagoff

Internal

Events

For the period of

reporting, the CMCF Council

Members (Council) had met for

ten (10) times as per the

scheduled monthly Council

Meetings;

The CMCF had its 9th Annual

General Meeting (AGM) on 24

March 2009 at the Sime Darby

Convention Centre in Bukit Kiara,

Kuala Lumpur. A re-election of

the CMCF Council was done at

this year‟s AGM whereby the

new Council members for the

2009 - 2011 term were elected.

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Universiti Putra Malaysia (UPM)

Mr V Kanesan/ Ms Margaret Au Yong / Mr Claudian Navin Stanislaus

Malaysian Advertisers Association (MAA)

Ms Jennifer Chan / Mr Donovan Foong Association of Accredited Advertising Agents Malaysia (4As) Ms. Margaret Low / Ms. Tan Siang Lin Media Specialist Association of Selangor & WP (MSA) En. Ahmad Izham Omar

Metropolitan TV Sdn Bhd (8TV) En. Bukhari Che Muda

Ch-9 Media Sdn Bhd Mr. S Mohan / Mr. Paul Loosley

Persatuan Penerbit Filem Iklan Malaysia (PPFIM) Mr. Ramani Ramalingam / Ms. Sharmila Sekaran

Recording Industry Association of Malaysia (RIM)

Mr Geoff Millichamp Association of Post Production & Animation Companies Malaysia (POSTAM) En. Azli Paat / En. Tahir Othman

Dapat Vista (M) Sdn Bhd Mr. Karan Henrik Ponnudurai / En. Azmi Daud / En. Mohamad Sukeri Abdullah

Celcom Technology (M) Sdn Bhd Mr. Nial Deegan / Mr. Micheal P. Foley

Qtelmedia (M) Sdn Bhd Prof Madya Dr. Kiranjit Kaur / Dr. Thilla Chelliah

National Council of Women‟s Organisation (NCWO) Ms. Lok Yim Pheng

Kesatuan Perkhidmatan Perguruan Kebangsaan Cawangan Wilayah Persekutuan En. Seth Bin Mustapha / En. Mohd Shahriman Bin Mohd Sidek

DiGi Telecommunications Sdn Bhd En. Zaidun Omar / En. Mohd Azman Bidin

Jaring Communications Sdn Bhd En. Mohd Mustaffa Fazil Mohd Abdan

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Communications and Multimedia Content Forum of Malaysia (CMCF)

PACA Conference 2009

The CMCF participated in an international conference organised by the Department of

Communications, Faculty of Modern Languages and Communications, University Putra

Malaysia (UPM) in collaboration with the Pacific and Asian Communication Association (PACA).

The 7th Biennial Conference of PACA was held from 10 January 2009 to 12 January 2009 at the

UPM‟s premises.

The conference provided an opportunity to

introduce the CMCF to foreign delegates from

the Pacific and Asian countries as well as

Malaysian delegates comprising

academicians, communications associations,

government agencies, non-government

organisations, media institutions and the

general public.

The CMCF Chairman made a presentation

within a session entitled “Issues and

Challenges in Communications” on 12

January 2009 in which the Executive Director

was in attendance. The CMCF participated in the event‟s exhibition. The Content Code was also

distributed to the delegates and to those who visited the exhibition booth.

EXTERNAL

EVENTS

Dato’ Borhanuddin Osman (CMCF Chairman)

delivering a paper on CMCF during PACA 2009

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Research Collaboration on New Media Content between SKMM and

Institutions of Higher Learning (IHL) 2008

The CMCF, being a member of a Steering Committee of the Research Collaboration

programme between SKMM and IHL‟s, was invited to the Research Grant Award Ceremony

which was held on 26 February 2009 at the Auditorium, SKMM, Cyberjaya. The grant was

presented to the universities that were selected from proposals submitted by eight universities.

The CMCF was represented by the Executive Director at the award ceremony who was also a

panel member of Evaluators representing the industry.

Jemputan Ke Majlis

Pelancaran

Penjenamaan

Semula MYNIC

Berhad

The CMCF was invited

by MYNIC Berhad to

attend a dinner in

conjunction with their

launch of MYNIC

Berhad’s re-branding

exercise. The dinner

was held on 20

February 2009 in a hotel

in Kuala Lumpur. The

Minister of Science,

Technology and

Innovations, Y.B Datuk

Dr. Maximus Johnity

Ongkili officiated the

function.

CfM Seminar on

General Consumer

Code of Practice

(GCC)

The Communication and

Multimedia Consumer

Forum of Malaysia (CfM)

had organised a half day

seminar on the GCC

entitled

„Service Providers

Compliance to the CfM‟s

Consumer Code‟. The

CMCF was invited to

attend the seminar which

was held on 24 February

2009 at the SKMM

Auditorium, Cyberjaya.

The staff of the

Executive Office

attended the seminar.

MSC Malaysia

Creative Industry

Dialogue

The Multimedia

Development Corporation

(MDeC) had extended an

invitation to the CMCF to

participate in the MSC

Malaysia Creative Industry

Dialogue which was held on

24 February 2009 at the

Technology Park Malaysia.

Presentations on several

titles in regards to

Animation, Entrepreneur

Development, Knowledge

Worker Development etc.

for the Creative Industry

were made by Senior

personnel of MDeC and

other industry

representatives. The

Executive Director attended

the dialogue session.

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Content Regulation Workshop for Private Broadcasters

In conjunction with the Content Regulation Workshop

organised by the SKMM on 31 March 2009, the CMCF was

invited to present a talk on the Content Code with particular

emphasis on the Advertising Guidelines and Complaints Bureau.

The Executive Director made the presentation on the Content

Code at the workshop in which the participants had mainly

comprised of private TV and radio broadcasters.

Other speakers at the workshop included speakers from the

SKMM‟s Content Regulation Department and Enforcement

Department, Communications and Multimedia Consumer Forum

of Malaysia (CfM), Jabatan Kemajuan Islam Malaysia (JAKIM),

Film Censorship Board (LPF) and the Pharmaceutical Services

Division of the Ministry of Health (MOH). The workshop was held in Cyberjaya at the

SKMM‟s auditorium.

CMCF Media Campaign - Print Advertisements

The CMCF‟s media advertising campaign commenced with a full colour print

advertisement published in The Star newspaper on 2 March 2009. A total of 30

insertions were scheduled to run from March 2009 until April 2009 in major local dailies

being The Star, New Straits Times, Utusan Malaysia, Sin Chew Jit Poh and Tamil

Nesan.

Additionally, a Media Release on self-regulation of content was circulated to the editors

of the newspapers to seek their assistance to publish the information.

Pursuant to the media advertising campaign, reporters from The Star, The New Straits

Times and the Malay Mail newspapers had called the Executive Office to seek more

information pertaining to the campaign ran by the CMCF. There was also an enquiry

made by the U.S Embassy about CMCF‟s role and membership details.

Banking on the success of the first campaign, the CMCF had embarked on another

round of print advertisement campaign that featured four (4) different print

advertisements in major daily newspapers in Malaysia. The advertisements were

published in The Star, The New Straits Times, Sin Chiew Jit Poh (Chinese based),

Utusan Malaysia, Makkal Osai (Tamil based) and Borneo Post newspapers. The

campaign lasted for seven (7) weeks from 11 October 2009 to 22 November 2009, with

a half page placement on each newspaper.

The release schedule for the print media campaign is appended herein as Appendix I.

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Forum Meja Bulat antara KTAK, SKMM, CMCF dan Badan Penyiaran

A roundtable forum was organised by the then Kementerian Tenaga, Air dan Komunikasi

(KTAK) on 2 April 2009 in which the CMCF was a co-organiser. The forum was held at the Hotel

Equatorial, Bangi, Putrajaya. The CMCF was invited to comment on the topics discussed at the

forum. The Executive Director represented the CMCF in providing a commentary at the forum

under the session “Peranan Media dalam Pembinaan Negara Bangsa”.

Other speakers who made presentations during the same session included representatives from

KTAK, KDN, MOI, KPPKW, Majlis Keselamatan Negara (MKN), Jabatan Kemajuan Islam

Malaysia (JAKIM), SKMM as well as the CMCF.

During the roundtable forum, presentations were made by the following organisations:

(i) Majlis Keselamatan Negara – “Peranan Media dalam Kependidikan Pengurusan

Risiko Keselamatan”; and

(ii) Media Prima Berhad, ASTRO, Radio RTM, IKIM.fm, HOT.FM, STAR.FM and

RADIO ERA on “Perancangan Pemprograman”.

Much discussion ensued on the role of media in developing the nation. This included areas of

security, entertainment and regulatory mechanisms and processes. In closing the session,

officials from KTAK informed that the areas discussed during the forum will be compiled and

escalated to the Secretary General of KTAK for further action.

In preparation for the abovementioned Roundtable Forum, the Executive Director, at the

invitation of KTAK, had also attended a preliminary/co-ordination meeting held on 18 March

2009 at the Ministry.

MSC Malaysia Mobile Content Dialogue

The Multimedia Development Corporation (MDeC) had invited the CMCF to attend the

abovementioned dialogue which was held on 10 April 2009 at the Le Meridien Hotel in Kuala

Lumpur. The objective of the event was to gather all mobile content developers, telcos,

regulators and handset OEMs to share their knowledge on latest trends of the mobile content

world and understand the challenges in the industry during the recession time. The staff of the

CMCF’s Executive Office attended the dialogue.

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3rd Annual SecurAsia Exhibition 2009

The Executive Office had received an invitation

from the organizers of SecurAsia Exhibition to

attend the exhibition which displayed the latest

technologies of software, hardware and solutions

for prevention of threats from external and

internal sources. The exhibition was held on 25

March 2009 and 26 March 2009 at Kuala Lumpur

Convention Centre. The staff of the CMCF‟s

Executive Office attended the exhibition.

Bengkel Penyediaan Garis Panduan

Pelaksanaan Blog bagi Agensi Sektor

Awam

The CMCF was invited to participate in the

abovementioned workshop which was organised

by the Malaysian Administrative Modernisation

and Management Planning Unit (MAMPU). The

workshop was held on 25 February 2009 at the

Jabatan Perdana Menteri with the objective of

discussing the guidelines on blog for

Government Agencies. The staff of the CMCF‟s

Executive Office attended the workshop.

Paragliding World Cup

The CMCF was invited by the SKMM Central

Region to participate jointly in an exhibition

organised in conjunction with the Paragliding

World Cup event which was held in Bukit Jugra,

Kuala Langat. The event was held from 30 April

2009 until 3 May 2009. The CMCF‟s Content

Code and other literatures were distributed to

visitors at the joint display booth with the SKMM.

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2nd Effie Effectiveness 2009 Series Talks

The staff of the CMCF‟s Executive Office participated in the Effie Talk series which was held on

2 April 2009 at the Cybertorium, Menara Star, Petaling Jaya. The talk which was organised by

The Malaysia Effie Awards had focused on marketing communications effectiveness presented

by professionals of the communications industry.

World Telecommunications and Information

Society Day 2009

The CMCF attended a meeting in conjunction with the World

Telecommunications and Information Society Day 2009 on 17

May 2009. The theme adopted to mark the event day was

“Protecting Children in Cyberspace”. Essentially, the CMCF took

part in a centre spread of a newspaper advertisement along with

the SKMM and other industry members. A pre-event was held at

the SKMM‟s office on 11 May 2009.

Farewell Dinner to SKMM’s Chairman

The CMCF was invited by the SKMM to attend a Farewell

Dinner for its retiring Chairman, Y. Bhg. Datuk Dr Halim Shafie

on 22 May 2009 at the One World Hotel in Bandar Utama,

Petaling Jaya. The CMCF was represented by the Executive

Director at the farewell dinner.

Dialogue for Contents for Distribution via iPhone

The Executive Office received an invitation from the SKMM and Multimedia Development

Corporation Sdn Bhd (MDeC) to attend the said Creative Industry Dialogue. The aim of the

dialogue is to provide an insight of how Malaysian Content Developers would be able to create

contents for distribution for iPhone users. The dialogue presentation was held on 29 May 2009

at the SKMM, Cyberjaya. The staff of the Executive Office attended the dialogue session.

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Festival Sains, Teknologi

Innovasi Selangor (FESSTIS)

In conjunction with Festival Sains,

Teknologi Innovasi Selangor

(FESSTIS) organised by the Selangor

State Government, the CMCF had

jointly participated with the Central

Regional Office of SKMM, in the

abovementioned event held from 12

June 2009 - 14 June 2009 in Shah

Alam, Selangor. The event was

officiated by Dato‟ Menteri Besar

Selangor, YAB Tan Sri Dato‟ Abd

Khalid Ibrahim. The CMCF was

awarded a certificate of appreciation for its active participation in the event. The Executive

Director was in attendance at the event.

The Executive Director, with the Menteri Besar of Selangor, YAB Tan Sri

Dato’ Abdul Khalid Ibrahim at the CMCF booth during FESSTIS 2009

Malaysia Effie Awards 2009

THE CMCF HAD SUBMITTED ITS PRINT

ADVERTISEMENTS FOR THE MALAYSIA

EFFIE AWARDS 2009 ON 10 JULY 2009.

AS PART OF THE REQUIREMENT FOR THE

SUBMISSION, A FOUR (4) MINUTE VIDEO

WAS PREPARED TO ILLUSTRATE AND

SUBSTANTIATE THE CREATIVE ELEMENTS,

COPY, MESSAGE AND CHALLENGES FACED

IN PRODUCING AND EMBARKING ON THE

CAMPAIGN. THE EFFIE AWARDS HONOURS

ACHIEVEMENT THROUGH EFFECTIVE

COMMUNICATIONS CAMPAIGN.

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Program Merakyatkan Seni Budaya

At the invitation of the SKMM Central Regional Office, the CMCF participated in the Program

Merakyatkan Seni Budaya (PMS) which was held in Sri Serdang on 21 June 2009, Hulu Langat on

28 June 2009 and on 12 July 2009 in Kuang. The events which focused on cultural activities were

organised by the Jabatan Kebudayaan dan Seni Negara, Negeri Selangor. The staff of the

Executive Office was in attendance at the event.

BroadcastAsia 2009 International Conference, Singapore

The Executive Director and the Complaints Bureau Chairman attended the BroadcastAsia

Conference which was held in Singapore from 16 June 2009 to 19 June 2009. The conference

covered the following areas:

Embrace & Engage the Future

Mobile Multimedia

Tech on the Edge

Expanding Opportunities of Radio

Production Workflow Compression

The New Media World & Web 2.0

Realizing IPTV

Content – Monetize, Protect

Asia Telecommunications Forum 2009

The Asian Strategy & Leadership Institute (ASLI) had organised a two day seminar in relations

to telecommunications industry themed “The Convergence Factor: Next Generation

Telecommunications in the Making”. The CMCF was invited to attend the seminar which was

held from 16 July 2009-17 July 2009 at the Putra World Trade Centre.

The aim of the forum was to focus on how the convergence factor would shape the next

generation telecommunications in this region. The Forum highlights also included regulatory

framework & issues and the role of the Government in speeding up broadband uptake. The

Keynote Address and Official Opening was made by YB Dato‟ Seri Utama Dr. Rais Yatim,

Minister of Information, Communications and Culture. The Executive Director attended the

seminar.

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PIKOM National ICT Month (NIM) 2009

The CMCF was invited to attend the Official Launch of the PIKOM (Association of the

Computer and Multimedia Industry of Malaysia) National ICT Month 2009 from 20 July

to 20 August 2009, which was themed “ICT – Enabling New Success” The launch event

was held on 20 July 2009 at the KL Convention Centre. Executive Director attended the

launch function. The Executive Director attended the launch function.

Pameran Sempena Hari Pengguna Malaysia 2009

At the invitation of the Kementerian Perdagangan Dalam Negeri, Koperasi dan

Kepenggunaan, the CMCF had jointly participated with SKMM Eastern Regional Office

in an exhibition which was held from 24 July to 26 July 2009 in Kuantan, Pahang. The

exhibition was held in conjunction with Hari Pengguna Malaysia 2009

Government agencies, NGOs, Corporate sectors, services suppliers, financial

institutions, cooperatives, retailers and related bodies participated in the exhibition.

The staff of the Executive Office were present at the site to provide information on the

CMCF‟s activities and the Malaysian Communications and Multimedia Content Code

(Content Code).

The event was officiated by Y.B Dato‟ Sri Ismail Saberi Yaakob, the Minister of

Domestic Trade, Cooperative and Consumerism. The Minister also visited the joint

booth of the SKMM, where the CMCF was also based at.

National Seminar of Media and Islamic Thinking 2009 (MIST’09)

Staff of the Executive Office attended the abovementioned seminar which was

organised by University Sains Islam Malaysia (USIM) on 21 July 2009 at the Equatorial

Hotel, Bangi. The objective of the seminar was to look into the adaptation and

harmonisation of Islamic teachings to the evolution of new media

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AdAsia’ 09 Kuala Lumpur

The Executive Office received an invitation from an

advertising industry association to an industry briefing on 27

July 2009 on AdAsia „09 Kuala Lumpur Advertising

Conference. The briefing was held at the Royal Lake Club

in Kuala Lumpur. The Executive Director and a staff of the

Executive Office attended the briefing

Program Hari ICT SK Kampong Gelam

2009

In conjunction with the Program Hari ICT organized by

Sekolah Kebangsaan Kampong Gelam, Tanjung

Keling, Melaka, the Headmaster of the

abovementioned school had invited the CMCF to

participate in their activities which was held from 28

July to 31 July 2009.

In responding to the request, the CMCF‟s contribution

was in the form of a briefing to the students on the

Content Code and distribution of CMCF‟s recently

produced premium items. The briefing to the students

was made by the Executive Director on 30 July 2009.

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CMCF joint participation with SKMM Eastern Regional Office

At the invitation of the SKMM Eastern Regional Office (ERO) based in Kuantan,

the CMCF had participated jointly in the following events by setting up an

exhibition booth and showcasing its activities:

i) MSC Malaysia Pahang Initiative Launch on 4 August 2009 at the

MSC Putra Square Cybercentre Kuantan, Pahang which was officiated by

YAB Prime Minister of Malaysia, Dato‟ Seri Najib Tun Abdul Razak; and

ii) Kelantan Science and Technology Carnival 2009 from 6 August

to 9 August 2009 at Kompleks Islam Darulnaim, Lundang, Kota Bharu,

Kelantan. The event was officiated by YAB Tuan Guru Dato‟ Haji Nik Aziz

bin Nik Mat, Menteri Besar Kelantan. The Executive Director and staff of the

Executive Office were present at the event.

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Astro‟s Content

Regulation Workshop

The CMCF was invited to participate in Astro‟s Content Regulation

Workshop which was held on 17 August 2009 at the Sentral Ballroom, Hilton

Hotel, Kuala Lumpur. The Executive Director attended the workshop of which

the CMCF was a special guest along with the Vice Chairman of Lembaga

Penapis Filem (LPF). The workshop included practitioners such as film actors

and producers.

The CMCF was highlighted during the workshop along with the Content Code.

The Executive Director was also requested to comment on content issues

during the workshop. The workshop was officiated by Y. Brs. Timbalan Ketua

Setiausaha (Komunikasi) of the KPKK, Dr. Mohd Ali Mohamad Nor.

Invitation to the Official

Launch of SKALI „Frontier‟

The CMCF was invited to attend the Official Launch of SKALI

„Frontier‟ that was held on 20 August 2009 at the Crowne Plaza Hotel.

„Frontier‟ is the latest product offered by the SKALI Group. „Frontier‟ is a

Project Management Software built on Microsoft Office SharePoint Server

(MOSS) 2007. It offers robust project management tools with the right blend of

usability, power and flexibility, so organizations can manage projects more

efficiently and effectively. The staff of the Executive Office attended the event.

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PRCA Malaysia Leadership Series: “Adventures with Social Media –

Lessons from Asia‟s Internet”

The Public Relations Consultants‟ Association of Malaysia (PRCA) had extended an invitation to

the CMCF to attend its PR Leadership Series that was held on 4 September 2009 at The Star‟s

Auditorium, Menara Star.

The PR Leadership Series by PRCA Malaysia, in collaboration with The Star, explores the

social media landscape with a presentation entitled „Adventures with Social Media – Lessons

from Asia‟s Internet‟ presented by Dr Michael Netzley, Associate Professor of Corporate

Communication Practice, Singapore Management University.

In his presentation, Dr Netzley shared five digital media stories from Asia. The stories reveal

both the potential and pitfalls of Asia‟s Internet, and invite participants to reflect on Internet

markets which can differ measurably from those in the West. Dr Netzley used examples from

South Korea, China and from emerging markets such as Malaysia and Vietnam to illustrate the

increased range of options communicators now have for engaging on-line communities.

The second speaker was Mr Niki Cheong from The Star who spoke on his experience of using

Twitter as a form of communication. Entitled „Confessions of a Twitter Addict‟, Niki‟s

presentation gave an insight into his experience on using Twitter as a form of interaction and

communication.

Broadband Fair Kota Kinabalu 2009

The SKMM Regional Sabah and Wilayah

Persekutuan Labuan had extended an invitation to

the CMCF to participate in the Broadband Fair Kota

Kinabalu. The exhibition was held on 10 October to

11 October 2009 at Kompleks Karamunsing, Kota

Kinabalu. The exhibition was held to promote

broadband service penetration in the state of Sabah

and to achieve a targeted fifty (50) percent

penetration rate in the state by the year 2010. The

CMCF had set up a booth at the exhibition and

distributed promotional materials during the event. The

Executive Director and a staff from the Executive Office were in attendance at the event which

was officiated by YB Datuk Dr. Yee Moh Chai, Minister of Resource Development and IT

Sabah.

The Executive Director, with the Minister of

Resource Development and IT Sabah, YB Datuk

Dr. Yee Moh Chai at the CMCF booth during

‘Broadband Fair Kota Kinabalu’.

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GoMobile Conference 2009

The Executive Director and a staff of the Executive Office had attended the GoMobile

Conference 2009 which was held at the Hotel Istana, Kuala Lumpur on 20 October 2009. The

event was officiated by Datuk Seri Utama Dr Rais Yatim, the Minister of Kementerian

Penerangan, Komunikasi Dan Kebudayaan Malaysia (KPKK). The conference focused on key

issues in the mobile technology development and innovation in Malaysia and the speakers were

varied from several government agencies and leading industrial players.

GoMobile Exhibition 2009

The CMCF participated in the GoMobile Exhibition

which was held at the Kuala Lumpur City Centre (KLCC)

Convention Centre from 23 October to 25 October 2009.

The event displayed the latest innovation in products and

services pertaining to the mobile telecommunications

technology in Malaysia. The CMCF had distributed

promotional materials to visitors at the exhibition booth

during the event.

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AdAsia ‟09 Conference

The CMCF‟s Complaints Bureau Chairman attended the AdAsia ‟09 Conference which was held

from 23 October 2009 to 24 October 2009 at the Kuala Lumpur City Centre (KLCC) Convention

Centre. The conference is a biennial event which was organised by the Malaysian Advertisers

Association (MAA) and the Asian Federation of Advertising Associations (AFAA) and was attended

by participants from throughout the world.

Technomart

Malaysia 2009

The Malaysian Industry

– Government Group for High

Technology (MIGHT) had

extended an invitation to the

CMCF to attend the 3rd Series

of Technomart Malaysia 2009

that was held from 27 October

2009 to 30 October 2009 at

Putra World Trade Centre

(PWTC), Kuala Lumpur. The

Executive Director attended the

event.

Kursus Ketrampilan Berbahasa

Melayu Suruhanjaya Komunikasi dan

Multimedia Malaysia (SKMM) – Dewan

Bahasa Dan Pustaka (DBP)

The CMCF had received an invitation from the

SKMM to attend a course entitled “Kursus Ketrampilan

Berbahasa Melayu” from 2 November to 3 November

2009 at the Hilton Hotel, Petaling Jaya. The course was a

joint collaboration between SKMM and Dewan Bahasa

Dan Pustaka (DBP). The courses aimed at improving the

usage of Bahasa Melayu amongst media practitioners

and enhance awareness on the proper application of the

language, especially in broadcast media. The Executive

Director and staff of the Executive Office completed the

two (2) days course.

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UNICEF Malaysia Breakfast Dialogue on Child Protection

At the behest of UNICEF Malaysia, the CMCF had received an invitation to attend the „Breakfast

Dialogue on Child Protection‟ with YB Senator Dato‟ Sri Shahrizat Abdul Jalil, Minister of

Women, Family and Community Development. The dialogue was held at the Gardens Hotel,

Kuala Lumpur on 5 November 2009. The Executive Director attended the event and had

participated in the dialogue session.

UNICEF had produced a publication entitled, “Children in the Media – A Guide to Media Policy

Affecting Children in Malaysia”. The publication covered guiding principles of child protection

and existing guidelines in Malaysia that included the Malaysian Communications and

Multimedia Content Code (Content Code) and Malaysian Code of Advertising Practice.

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.my DOMAIN REGISTRY Seminar on “Online Presence: Your Gateway to Success”

The CMCF‟s Complaints Bureau Chairman and staff of the Executive Office had

attended the “Online Presence: Your Gateway to Success” seminar held on 5 November 2009

at the Federal Hotel, Bukit Bintang, Kuala Lumpur. The seminar focused on the importance of

online presence for Malaysian companies and discussed key issues on online branding, security

and regulations. In a paper entitled “Legal Issues for Online Businesses” presented by Mr

Deepak Pillay, the Legal Counsel for .my DOMAIN REGISTRY, the CMCF and the Content

Code were cited as one of the key reference on the regulations pertaining to online content.

World Intellectual Property Organisation (WIPO) – Malaysia National Seminar on the

Creative Industries

At the behest of the Malaysian Intellectual Property Organisation (MyIPO), the Executive

Office was invited to attend the World Intellectual Property Organisation (WIPO) – Malaysia

National Seminar on the Creative Industries seminar held from 11 November 2009 to 13

November 2009 at the Royale Bintang Hotel, Kuala Lumpur.

The seminar featured key speakers from WIPO, MyIPO, Perbadanan Filem Nasional (Finas)

and also the Federation of Directors Association of Malaysia (FDAM) which discuss on the

current scenario and regulatory framework of entertainment industry intellectual property. The

Complaints Bureau Chairman, the Executive Director and staff of the Executive Office attended

the event.

Visit to Packet One (Malaysia) Sdn Bhd (P1)

The Executive Office had visited Packet One

(Malaysia) Sdn Bhd (P1) headquarters at Petaling Jaya on

18 November 2009. The visit was held at the invitation of

P1 and the company‟s request to obtain more clarification

on the role of the CMCF‟s Complaints Bureau. The

Executive Director had briefed the representatives from P1

on CMCF and the Complaints Bureau in a discussion

session that was held during the visit.

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2ND

MSC MALAYSIA

MOBILE CONTENT

DEVELOPERS DIALOGUE AND

NETWORKING SESSION AND

MOBIG ANNIVERSARY

THE MULTIMEDIA

DEVELOPMENT

CORPORATION (MDEC) HAD

EXTENDED AN INVITATION TO

THE CMCF TO ATTEND THE

2ND MALAYSIA MOBILE

CONTENT DEVELOPERS

DIALOGUE AND NETWORKING

SESSION AND MOBIG

ANNIVERSARY THAT WAS

HELD ON 12 NOVEMBER 2009

AT LE MERIDIEN HOTEL,

KUALA LUMPUR. A STAFF OF

THE EXECUTIVE OFFICE

ATTENDED THE EVENT.

INTERNATIONAL SEMINAR ON

COMMUNICATIONS AND

CULTURE IN SOUTHEAST

ASIAN REGION: EVOLUTION,

DEVELOPMENT AND CHANGES

The Faculty of Communication

and Media Studies, Universiti

Teknologi MARA (UiTM) had

extended an invitation to the

CMCF to participate in the

abovementioned seminar which

was held at the Annexe Hall, UiTM

Shah Alam, Selangor from 16

November to 17 November 2009.

The seminar addressed issues in

communications and knowledge

development especially in the

Southeast Asian region. The

CMCF had set up a booth and

distributed promotional materials

to visitors at the exhibition booth

during the seminar.

VISIT TO THE PARLIAMENT

OF MALAYSIA

The CMCF Executive

Office staff had visited the

Parliament of Malaysia on

24 November 2009 during

the morning sitting session.

The purpose of the visit

was to gain experience on

the atmosphere of a

parliament session and

valuable insights on

parliamentary processes

and procedures were

obtained during the visit.

MARKET BRIEF SERIES – ACCELERATING MOBILE ADS IN MALAYSIA

At the invitation of the SKMM, the CMCF was invited to participate in the abovementioned event

which was held on 8 December 2009 at SKMM Cyberjaya. The market brief series is a sharing

session with the industry by the SKMM. The Executive Director and staff of the Executive Office

attended the event.

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Telecommunications Fair Sandakan 2009

The SKMM Regional Office for Sabah and Wilayah Persekutuan Labuan had extended an

invitation to the CMCF to participate in the Telecommunications Fair Sandakan from 12

December to 13 December 2009. The event was organised in order to promote the effort of

achieving a 30 percent target of Internet penetration in Sabah by the year 2010. The event

displayed the latest telecommunications packages and products in the market. The CMCF had

set up a booth during the event and promotional materials were distributed during the event

from the booth.

Karnival Ikatan Hati Warga FELDA (IKTIRAF)

The CMCF was invited to participate in the Karnival Ikatan Hati Warga FELDA (IKTIRAF) which

was held from 18 December to 20 December 2009 at the Universiti Teknologi MARA (UiTM),

Shah Alam. The event was jointly organised by Seranta (FELDA) Jabatan Perdana Menteri and

Lembaga Kemajuan Tanah Persekutuan (FELDA). The Prime Minister of Malaysia, Dato‟ Sri

Mohd Najib Tun Hj. Abdul Razak had officiated the abovesaid event. The CMCF had set up a

booth and distributed promotional materials to visitors at the exhibition booth during the carnival.

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„Gegar Generasiku‟ Carnival

The CMCF had participated in the „Gegar Generasiku‟

Carnival which was held from 1 January to 2 January

2010 at Dataran Merdeka, Kuala Lumpur. The event

was organised by the Ministry of Information,

Communications and Culture (KPKK). A highlight of

the carnival includes the launch of the „South Africa

World Cup 2010‟ by the Minister of Information,

Communications and Culture. The CMCF had

distributed promotional materials to visitors at the

exhibition booth during the carnival.

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CMCF Major

Events

CMCF‟s Complaints Bureau‟s

Dialogue with Content Regulations

Department of the SKMM

The Communications and

Multimedia Content Forum of Malaysia

(CMCF)‟s Complaints Bureau had held a

dialogue session with the Content

Regulations Department of the Malaysian

Communications and Multimedia

Commission (SKMM) with regards to

matters pertaining to handling of

complaints by the Bureau. The above

dialogue session was held at the

Executive Office of the CMCF on 10

November 2009.

SKMM was represented by Pn Eneng

Faridah Iskandar, Head of the Content

Regulations Department while the

Complaints Bureau Chairman and

Complaints Bureau Committee members

were present for the Bureau.

Several issues pertaining CMCF‟s

Complaints Bureau‟s matters were raised

during the meeting including the

Complaints Bureau‟s jurisdiction and

complaints handling procedures. The

SKMM Content Regulations Department

had briefed the Complaints Bureau on the

procedures and processes applied by the

department in handling complaints and

cases. The meeting had discussed and

agreed on several consensuses pertaining

to the jurisdiction and complaints handling

of the CMCF‟s Complaints Bureau.

CMCF‟s application for grant from the Malaysian

Industrial Development Authority (MIDA) by the CMCF

As per the advice of the CMCF Council, the Executive Office

had submitted an application for grant under the Malaysian Industrial

Development Authority (MIDA)‟s Services Sector Capacity

Development Fund (SSCDF) for purposes of the CMCF to carry out a

series of Training and Outreach initiatives focused on the Malaysian

Communications and Multimedia Content Code (Content Code).

The SSCDF fund was established by the Government and disbursed

to successful applicants (associations/professional bodies) upon

approval by MIDA.

The Executive Office had also obtained an endorsement from the

Malaysian Communications and Multimedia Commission (SKMM) on

the CMCF being designated under the Commission and to carry out

the abovementioned initiatives. The endorsement was given via the

SKMM‟s letter dated 14 September 2009 in support of the application.

On 18 September 2009, MIDA had responded to the CMCF‟s

application to inform that MIDA was unable to consider CMCF‟s

application as the total allocation for grant has been fully utilised and

oversubscribed. MIDA had also closed the receipt of applications on 3

September 2009, earlier than the given deadline of 15 September

2009, as directed by the Minister of International Trade and Industry.

However, in pursuing and seeking clarification on the matter with the

Director-General‟s office of MIDA, the Executive Office was advised

that the application by the CMCF will be kept in view and MIDA will

notify the CMCF should there be any possibility or chance of the

application being processed. This is taking into consideration the high

rejections and other criteria of the applications received and being

evaluated by MIDA.

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Meeting with MAMPU on ‘‘Guidelines for Government Agencies’

Blogs’

The CMCF was invited to a meeting convened by the Malaysian Administrative Modernisation and

Management Planning Unit (MAMPU) for the purpose of providing input on the preparation of

‘Guidelines for Government Agencies’ Blogs’. The meeting entitled “Mesyuarat Penyediaan Garis

Panduan Pelaksanaan Blog Bagi Sektor Awam Bil. 1 Tahun 2009” was held on 6 February 2009 at

MAMPU’s headquarters in Putrajaya. The Executive Director and Operations Executive were in

attendance. The Content Forum had provided several key inputs to the discussions held during the

meeting.

9th Annual General Meeting of the CMCF

The 9th AGM of the CMCF was held on 24 March

2009 at Sime Darby Convention Centre, Bukit Kiara,

Kuala Lumpur. The CMCF Chairman, Dato’

Borhanuddin Osman, presented the Chairman’s

report emphasising his thoughts on the role of the

CMCF and the need for the industry players to work

together for the betterment of the content industry.

The Executive Director made a presentation on the

2008 activities as well as on the planned activities for

2009. He also reported on the funding received by the

CMCF for the year 2008.

In conjunction with the AGM, the CMCF Chairman who was elected for another term was interviewed by

the media, The Star newspaper and an article featuring the CMCF Chairman in StarBiz was published on

25 March 2009. The main emphasis of the article was on the Content Code Review Exercise. The CMCF’s

exhibition/display materials were also set up at the entrance and lobby area of the meeting venue.

MEETINGS

CMCF Dato’ Chairman (third from right) with the CMCF’s newly

appointed EXCO Members along with the Executive Director during

the CMCF 9th Annual General Meeting

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Meeting on Definition and Legal Scope on Child Pornography

At the invitation of the SKMM, the Executive Director had represented the CMCF at a meeting convened

by SUHAKAM on the abovementioned subject. The meeting was held on 13 March 2009 at the office of

the Human Rights Commission of Malaysia at Menara Tun Razak, Kuala Lumpur.

The objective of the meeting was to provide views and feedback with regard to the definition and legal

scope on child pornography in order to strengthen the implementation of legal action against crime on

children. The Executive Director provided details on the provisions under the Content Code pertaining to

child pornography.

Proposed Dialogue and Collaboration with Kuala Lumpur Bar

Committee

The Information Technology Committee (ITC) of the Kuala Lumpur Bar Committee had proposed for

collaboration with the CMCF to organise dialogues, talks and forums for building awareness among the

public on their rights with regard to utilising the online environment. A meeting was held on 28 May

2009 between the IT Committee headed by Mr. Richard Wee, Honorary Secretary and who is also the

Chairperson of the Information Technology Committee and the Executive Director.

The main areas of discussion were focussed on addressing any legal issues pertaining to ICT matters

through the strategic partnership.

CMCF Extraordinary General Meeting

The CMCF held its Extraordinary General Meeting (EGM) on 18 August 2009 at the Executive Office of

the CMCF. The key agenda of the meeting was to update CMCF members on the initiatives and activities

that were undertaken by the CMCF in the first half of the year 2009. During the meeting, the CMCF

members were briefed by the Executive Office on the milestones, achievement and progress that were

achieved by CMCF to date. In addition, several motions to amend the CMCF’s Constitution were passed

during the meeting.

Mesyuarat Bersama Agensi Bagi Membincangkan Garis Panduan

Kandungan Filem Iklan

The Censorship Board (LPF) of the Malaysian Home Ministry (KDN) had extended an invitation to the

CMCF to attend a meeting to evaluate the existing guidelines for advertisement in motion picture

format. The meeting was convened at KDN headquarters, Putrajaya on 27 October 2009 and was

attended by the Executive Director and a staff of the Executive Office.

It was discussed during the meeting that there is a need to revise the guidelines to cope with the

contemporary landscape of advertisement contents in Malaysia. References were also made to the

Content Code, specifically on Part 3 under Advertisement and Part 4 under Specific Broadcasting

Guidelines. The CMCF had provided valuable key points and input throughout the meeting and

comments given by the CMCF were taken into consideration by the LPF to be incorporated in the revised

document of the guidelines.

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Meeting with the Embassy of the United States of America

A meeting was held with Ms Teh Lay Hwa, a representative of the Embassy of the United States of

America on 4 November 2009 at the Executive Office of the CMCF. Ms Teh is currently writing a country

report on film and television content in Malaysia and was interested to obtain more information about

the CMCF and the regulatory framework for content disseminated over the electronic networked

medium. The Executive Office had briefed her on the matter and was informed that the embassy is

looking forward to engage on future collaboration with the CMCF.

Meeting with DiGi

Telecommunications

Representatives

DiGi Telecommunications had initiated a

corporate responsibility drive to curb child

pornography and exploitation of minors on the

Internet and mobile telecommunications based

on the model adopted by Telenor in Norway. In

order to obtain more depth on the regulatory

framework pertaining to content in Malaysia,

representatives from DiGi and Telenor had

visited to Executive Office on 1 December 2009.

DiGi is looking forward to implement the

abovementioned initiatives and the CMCF had

given the necessary advice and information on

the current content regulatory framework in

Malaysia during the meeting. The Executive

Director and the CMCF team welcome the

visitors.

Malaysian Content Definition For

Private Free to Air (FTA) TV and

Radio Stations

The finalised proposed alternative draft

of the Malaysian Content Definition document

was submitted by the CMCF to the KPKK on 2

June 2009. Pursuant to that, a meeting on the

Malaysian Content Definition was held at the

Kementerian Penerangan, Komunikasi Dan

Kebudayaan Malaysia (KPKK) on 4 August 2009 at

the Ministry’s Communications Sector’s office.

The purpose of the meeting was to finalise the

Malaysian Content Definition draft document

which was prepared by the CMCF Working Group

and submitted to KPKK.

Several new inputs which were provided by the

members who attended the abovementioned

meeting will be incorporated into the draft by the

CMCF. The finalised draft was submitted by the

CMCF to Y.Brs. Timbalan Ketua Setiausaha

(Komunikasi) of the KPKK and the Ministry had

informed the CMCF that they will prepare and

submit a Cabinet Paper of the document for the

perusal of the Minister.

The KPKK had also informed the Executive Office

of the CMCF that the draft document was

submitted to the Bahagian Dasar dan

Perancangan Strategik of the Ministry for the

process of translation of the draft document to

Bahasa Malaysia. The translated draft was

expected to be ready for the purpose of

streamlining by every agencies involved by end of

December 2009.

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Meeting with the SKMM (8 January 2009)

On 8 January 2009, a meeting was held between the SKMM and the Executive Director

which was chaired by the Head of Content Regulation Department of the SKMM, Puan Eneng

Faridah Iskandar. Also present at the meeting were representatives from the then KTAK. The

discussion had focused on jointly organising a regulatory roundtable meeting and

workshop/seminar to be entitled “Cultural Awareness and Community Aspirations”. The events

are to be jointly organised by SKMM, CMCF and KTAK.

For the regulatory roundtable meeting, participants would comprise regulators and CEOs.

Participants to the workshop/seminar are expected to represent the academicians and industry

members. The event materialised on 2 April 2009 but was renamed “Peranan Media dalam

Pembinaan Negara Bangsa” as reported above.

Meeting with SKMM (12 February 2009)

At the behest of the then Senior Director, Content Consumer and Network Security

Division of the SKMM, Mr. Amarjit Singh, a meeting of CMCF EXCO with the officials of the

SKMM was held on 12 February 2009. The CMCF‟s activities for 2008 and 2009 including its

budget plans were discussed during the meeting which was held at the Commission‟s

Boardroom in Cyberjaya. Pursuant to the abovementioned meeting the SKMM had submitted a

recommendation to include the following initiatives in the CMCF‟s work plan for 2009 of which

some of the items have already been incorporated in CMCF‟s plan for the year 2009:

MEETINGS WITH SKMM

AND KEMENTERIAN

PENERANGAN, KOMUNIKASI

DAN KEBUDAYAAN (KPKK)

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(i) Compliance of CASPs to Content Code, including monitoring and assessment of

radio and TV stations;

(ii) Increase engagement with licensees to increase internalisation of Content Code,

laws and regulations thus increasing their capacity to self regulate;

(iii) Increase engagement with consumers to increase awareness and appreciation of

media including the new media; and

(iv) Using the Internet in positive and constructive ways.

As compliance to the Content Code has become a license condition for all Content Application

Service Providers, the SKMM requested the CMCF to put in place a mechanism to monitor the

performance of the members.

On 12 March 2008, the Executive Director had met with SKMM officials to discuss on the work

plan. The Executive Director informed the SKMM that most of what was required is already in

the pipeline of the CMCF‟s activities for 2009.

Special Meeting with the COO of the SKMM

The Executive Director had received an invitation from the SKMM to attend a meeting on 11

May 2009 to discuss the role of private television and radio stations in relation to nation building.

The meeting was chaired by the Acting Chairman of the SKMM, being it‟s Chief Operating

Officer, Encik Mohamed Sharil Tarmizi and was convened, prior to meeting the Minister of

Information, Communications and Culture on 12 May 2009. Attendees of the meeting also

comprised television and radio broadcasters.

Special Meeting with the Minister of Information, Communications and Culture

The SKMM had invited the Executive Director of the CMCF to attend a luncheon with the newly

installed Minister of Information, Communications and Culture, YB Datuk Seri Utama Dr. Rais

Yatim in relation to the 1 Malaysia Concept which was announced by the Prime Minister of

Malaysia. The meeting was held on 12 May 2009 at the Seri Pacific Hotel, Kuala Lumpur. Other

attendees comprised all television and radio broadcasters.

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Mesyuarat Kajian Dan Hala Tuju Kod Kandungan 2009

A meeting was held on 2 June 2009 with the Kementerian Penerangan, Komunikasi Dan

Kebudayaan Malaysia (KPKK) with regard to the review of the Malaysian Communications and

Multimedia Content Code (Content Code). Pursuant to the abovementioned meeting, the

Executive Office of the CMCF had communicated with the KPKK in informing the Ministry on the

status of the Content Code Review Exercise. The KPKK was also informed on the coverage of

arts and cultural elements that are contained in the Code for the Ministry‟s preparation of a

memorandum to the Cabinet, highlighting the progress of the Content Code review.

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Meeting on Joint Workshop with SKMM Central Regional Office (CRO)

The Executive Office met with SKMM CRO on 26 June 2009 in which joint workshops by the

parties on „Positive Internet Use‟ were proposed. As discussed at the abovementioned meeting,

the salient points of the workshop are as follows:

i) Target audiences for the intended workshop are students of universities, and

colleges in the state of Selangor. The targeted number of participants to attend the

workshop is 400 pax;

ii) Half day morning session;

iii) Topics for presentation/discussion are limited to three (3);

iv) The CMCF would seek the participation of CMCF members and the Complaints

Bureau Chairman to speak on identified topics;

v) Venue is planned in the Selangor state areas viz Shah Alam, Subang, Petaling Jaya

and is yet to be finalised. The SKMM had offered to secure the venue as part of the

joint effort;

vi) The cost is to be shared equally by both parties by contributing an estimated amount

of RM 10,000 as each party‟s contribution;

vii) It was also proposed that the advice of the CMCF Chairman be sought to officiate

the event; and

viii) An exhibition to be held at the venue for purposes of disseminating information and

respond to enquiries was also proposed.

Pursuant to the abovementioned meeting, the CMCF had made the necessary arrangements for

the workshop and as a result, the „Positive Internet Use‟ joint workshop is scheduled to be held

in January 2010. Detail of the workshop is as follows:

Date : 26 January 2010

Venue : Hotel De Palma, Section 19, Shah Alam

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Meeting with SKMM (28 July 2009)

The Deputy Director of the Content Regulations Department, Cik Elvira Shamsuddin and

another staff of the SKMM met with the Executive Director and the Complaints Bureau

Chairman on 28 July 2009. The areas of discussion were focused on the following:

i) to channel complaints received by the SKMM in regard to content over the Internet to

the CMCF and this process is to be incorporated into the CMCF work process; and

ii) based on the advice of the Minister of Information, Communications and Culture, the

CMCF is to be made the focal point in dealing with complaints in respect of content

over the Internet.

SKMM to assist CMCF in IT Infrastructure and IT Requirements

The SKMM has offered to assist the CMCF in facilitating the IT Infrastructure and IT

Requirements for better communication and operational needs based on the directive of the

KPKK. A meeting with SKMM was held on 14 August 2009 to take stock of the present

equipment and discuss future requirement.

Meeting on CSR 1Malaysia

At the invitation of the Universal Service Provision Division of the SKMM, the CMCF had

attended a meeting on „Corporate Social Responsibilities (CSR) Programmes with 1Malaysia

Theme/Elements‟ held at SKMM Cyberjaya on 26 October 2009. The objective of the meeting

was to obtain feedback from the industry on CSR programmes based on 1Malaysia theme that

are in the pipeline and being planned in future. The Executive Office had submitted a document

on the projected CMCF‟s 1Malaysia themed CSR programmes during the meeting.

Information provided by CMCF to a Parliamentary question

At the request of Setiausaha Bahagian Kandungan Komunikasi dan Perkhidmatan Pos of the

Kementerian Penerangan, Komunikasi Dan Kebudayaan Malaysia (KPKK), Tuan Haji Mohamad

Suandi bin Hasan on 6 July 2009, the Executive Office provided information to a parliamentary

question relating to blogs. The information was used as part of the Minister‟s reply to Senator

Tuan. Haji Shamsudin Mehat of which the CMCF provided results on cases pertaining to blogs

that had been handled by the Complaints Bureau.

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Framework for Industry Development 2009-2011

The Executive Director attended the Framework for Industry Development Meeting

which was convened by the SKMM on 10 August 2009 at the SKMM‟s premise. The objective of

this exercise was to develop an industry framework to fulfill the ten national policy objectives for

communications and multimedia enunciated in the Communications and Multimedia Act 1998.

The key involvement of the CMCF is in the enforcement of self-regulation based on the strategic

thrusts as outlined in the SKMM‟s draft document. The five (5) strategic thrusts are:

i) to ensure effective development and roll out of infrastructure, services growth

and bridging digital divide;

ii) to ensure effective management of resources;

iii) to enhance regulatory compliance;

iv) to enhance capacity and capability (internal & industry); and

v) to ensure continuous enhancement of policies, regulations, guidelines,

procedures and reengineering of processes for services delivery improvements.

Dasar Pembangunan Kandungan Negara (DKRN) Ke Bengkel Penggubalan DKRN

The Communications and Multimedia Content Forum of Malaysia (CMCF) has been

selected as a member of the Task Force of the Dasar Pembangunan Kandungan Negara

(DKRN). A workshop organised by the Kementerian Penerangan, Komunikasi dan Kebudayaan

Malaysia (KPKK), was held from 13 August to 15 August 2009 at the Hilton Petaling Jaya Hotel

with the objective of coming up with a national policy to develop local content and the content

industry as a whole.

The members of the workshop included the following:

(i) Kementerian Penerangan Komunikasi dan Kebudayaan (Bahagian Perancangan

Strategik dan Antarabangsa);

(ii) Kementerian Penerangan Komunikasi dan Kebudayaan (Bahagian Dasar

Kebudayaan);

(iii) Kementerian Dalam Negeri ( Lembaga Penapis Filem);

(iv) Radio Televisyen Malaysia, Jabatan Penyiaran Malaysia;

(v) Filem Negara Malaysia;

(vi) Perbadanan Kemajuan Filem Nasional (FINAS);

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(vii) Malaysian Communications and Multimedia Commission (SKMM);

(viii) Perbadanan Pembangunan Multimedia Sdn Bhd (MDeC);and

(ix) Akademi Seni Budaya dan Warisan Kebangsaan (ASWARA).

The CMCF was represented by the Executive Director at the workshop. The meeting discussed

objectives and certain programmes that may be instituted by the Government to assist the

development of the content industry in Malaysia.

Prior to the workshop, a pre-workshop meeting was held on 6 August 2009 to discuss on the

preparation for the workshop. The staff of the Executive Office was present at the meeting.

Mesyuarat Penyelarasan Kod Etika Kandungan

The KPKK invited the CMCF to the abovementioned meeting which was held on 11 August

2009 at Angkasapuri. The meeting was chaired by Y.Bhg. Dato‟ Azmi Ali, Timbalan Ketua

Setiausaha (Penerangan), to consider the proposal by the Ministry.

Upon discussion and representation by the SKMM and CMCF the role of the CMCF was

explained of which the KPKK took note. The final outcome is that the KPKK understood the role

of the CMCF and maintained status quo.

It was also noted that in its deliberation the KPKK will also refer to the Content Code on

advertising content for Government stations.

CMCF Chairman, CMCF Vice-Chairman and the Executive Director attended the meeting.

Information provided by CMCF for the `Kertas Perbincangan Mesyuarat Majlis

Teknologi Maklumat Negara (NITC)

At the request of Setiausaha Bahagian Kandungan Komunikasi dan Perkhidmatan Pos

of the KPKK, Tuan Haji Mohamad Suandi bin Hasan on 28 August 2009, the Executive Office

provided information to the Ministry for its working paper for the National Information

Technology Council (NITC) relating to Internet related cases. The information was used as part

of a section in the working paper of which the CMCF provided results on cases pertaining to

Internet related cases that had been handled by the Complaints Bureau.

Additionally, the Malaysian Communications and Multimedia Commission (SKMM) had

included information on its initiatives towards effective management of the new media.

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Under strategic thrust number two (2) of the document, the SKMM had reported on the

initiatives taken and underlined to enhance self regulation of the industry. The salient points of

the part are as follows:

(i) The Communications and Multimedia Act 1998 (CMA‟98) provides regulatory framework

and regulatory safeguards for industry self regulation. Self regulation is an integral and

vital component of the Act;

(ii) The Communications and Multimedia Content Forum of Malaysia (CMCF), designated

under the Commission is entrusted as the main body for self regulation in relation to

Content;

(iii) The composition of the CMCF‟s members qualifies the body as the mediator or front

organisation on issues pertaining to new media;

(iv) The Content Code which was registered under the SKMM on 1 September 2004 is

enforced on the CMCF‟s members and the Complaints Bureau was established to

deliberate and provide sanctions on any breach of the Code;

(v) The CMCF had embarked on initiatives and activities to enhance its profile such as

awareness campaigns, seminar and workshops and will continue its effort to promote self

regulation. Apart from that, the role of the CMCF‟s Complaints Bureau will be

strengthened from time to time; and

(vi) The Commission will continue to provide emphasis on the role of the CMCF in order to

monitor and regulate dissemination of Content as a key strategy towards effective

management of new media.

Research Collaboration on New Media Content between SKMM and Institutions of

Higher Learning (IHL) on Networked Media Content (Year 2/2009)

The SKMM had extended an invitation to the CMCF to be a member of the Steering

Committee of the Research Collaboration between SKMM and Institutions of Higher Learning on

Networked Media Content (Year 2/2009). A Steering Committee meeting was held on 3 September 2009

at the SKMM Office, Cyberjaya. The agenda of the meeting was to review the Periodic Progress Report

for Year 1/2008 and to discuss on the proposed research topics for Year 2/2009.

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Meeting with .my Domain Registry on Sensitive Names Dispute Resolution Process

(SNDRP)

.my DOMAIN REGISTRY (formerly MyNIC Berhad) had sought the CMCF‟s advice on the

formation of a panel to regulate and function as the point of reference on the suitability of domain names

to be registered with the body. A meeting to discuss on the matter was held at the Executive Office on 24

August 2009. At the meeting, .my Domain Registry had proposed to the CMCF for the latter to head the

formation of a panel for Sensitive Names Dispute Resolution Process (SNDRP). .my Domain Registry

had also proposed for the CMCF to run and administer the SNDRP. The proposal was presented to the

CMCF Council Members on 13 October 2009.

Pursuant to the presentation to the CMCF‟s Council Members on 13 October 2009 by .my

DOMAIN REGISTRY on the proposal to outsource the “SNDRP” functions, the Complaints Bureau

Chairman had requested for another meeting in order to evaluate the concept, processes and procedures

of the SNDRP. As a result, a meeting with .my DOMAIN REGISTRY with the Complaints Bureau

Chairman was held on 21 October 2009 at the Executive Office of the CMCF.

The meeting had thoroughly discussed on critical issues pertaining to the formation of the

SNDRP. The Complaints Bureau Chairman had given some input and feedback on the matter in the 79th

Council Meeting that was held on 10 November 2009.

After thoroughly considering the proposal, the CMCF Council had decided that the CMCF was

unable to act as an outsource partner for the SNDRP at this moment in time.

Mesyuarat Cadangan Untuk Mengawal Selia Kaedah Penjualan dan Larangan

Pengiklanan Minuman Beralkohol

Kementerian Kesihatan Malaysia (KKM) had extended an invitation via the SKMM to the CMCF,

to attend a meeting entitled „Mesyuarat Cadangan Untuk Mengawal Selia Kaedah Penjualan dan

Larangan Pengiklanan Minuman Beralkohol‟. The meeting was held on 19 November 2009 at Bahagian

Kawalan Penyakit, Kementerian Kesihatan Malaysia, Putrajaya. The objective of the meeting was to

discuss on the regulations on alcoholic beverages. The Executive Director attended the meeting and

provided key feedbacks.

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The Content Code

Review Exercise

Broadcasters Category

Several meetings were held including with Lembaga Penapisan Filem (LPF) with regard to classifications and

scheduling. The CMCF had distributed the tabulated form of the Content Code review exercise for Part 4 of the

Content Code under Specific Broadcasting on 9 November 2009 and the Executive Office had received several

remarks and comments from the Broadcasters Category members. The tabulated and book form of the revised

document has been prepared and distributed to all CMCF members for further feedback.

Internet Access Service Providers’ Category

The Executive Office has incorporated feedback from the Category working group on the Content Code

draft document. The revised document has been distributed to all CMCF members for further feedback.

Advertisers Category

The Executive Office had completed the review process for the Advertisers Category and had compiled the draft

documents for the Category which has been distributed to Content Creators and Civic Group category members for

further comment and advice.

Content Code Review of Parts 1, 2, 9 and 10

The Executive Office of the CMCF had incorporated feedback received from the Task Force meeting on Parts 1, 2, 9

and 10 of the Content Code which was held on 19 August 2009. As such, the draft documents for the respective

categories were then distributed to the Content Creators and Civic Groups category members for any comment and

advice in December 2009.

Advertisers Category

The Executive Office had completed the review process for the Advertisers Category and had compiled the draft

documents for the Category which has been distributed to Content Creators and Civic Group category members for

further comment and advice.

Music Content Sub-Code

As per the advice given by the SKMM, approval on the draft

submission of the Music Content Sub-Code is yet to be granted

by the SKMM’s Board of Commissioners

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Complaints Bureau & Content

Advisory Centre

Continuous guidance and support to the Complaints

Bureau

A summary of complaints and advisory matters received

beginning 1 January 2009 to 31 December 2009 is as follows:

Complaints Advisory

cases

received

Mediation/Hearing

81 17 2

Table 1: Summary of cases under the Complaints Bureau

A summary of complaints received by type of complainants is as per Table 2 below:

Category Number of complaints received

Members of the Public 74

Members of the Industry 14

Others/SKMM/KPKK 10

83%

17%

Summary of cases in the first half of 2009

Complaints Received Advisory Cases Received

Figure 1: Summary of Cases for the Year 2009

Table 2: Complaints received by type of complainants

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A summary of complaints received according to

category type is as per Table 3 below:

Category Number of

complaints received

Advertising content 13

Mobile

content/services

8

Broadcasting content

(TV & Radio)

9

Internet content 44

Others 7

Table 3: Complaints received by category type

Industry

64%

Public

25%

Others

11%

Percentage of Complainants received in 2009

Figure 2: Breakdown of Complaints Received in 2009 by Category

Mobile Content10%

Broadcasting11%

Advertising16%

Internet54%

Others9%

Breakdown of Complaints 2009

Figure 3: Breakdown of Complaints by Media

Content Category for the year 2009

Advertising39%

Internet33%

Broadcasting17%

Others11%

Percentage of Content Advisory Matters for 2009

Figure 4: Percentage of Content Advisory Matters by Category in the year

2009

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A summary of Content Advisory Matters received in 2009 according to category is as per

Table 4 below.

Content Advisory Cases

01234567

Freq

uenc

y

Advertising Content

Mobile Content

Broadcasting (TV & Radio)

Internet Content

Services Academic Others

Content Advisory Cases 7 0 2 4 0 4 0

0

20

40

60

80

100

120

Complaints Received

Advisory Cases

Received

Mediation/ Hearing

Decisions Pending

Cases Closed

2009 81 17 2 31 67

2008 29 15 0 6 38

Freq

uenc

y

Summary of Complaints Bureau Cases for the year 2008 and 2009

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Overall Conclusion

The year 2009 was a challenging year for the CMCF‟s Complaints Bureau. The Bureau

had recorded an all time high in the number of complaints received which stood at 98 as at 31

December 2009. The Bureau had been running at its full force throughout the year to resolve as

many cases and several meetings were held to discuss on the cases received.

Due to the complexities of some cases, the Complaints Bureau had met on several occasions

throughout the year in order to discuss on the most suitable manner of solutions for the cases.

Even though the Executive Office of the CMCF had been running below its capacity, it continues

to serve the Complaints Bureau in every possible way to resolve every complaint received.

The Complaints Bureau had also sought the advice of the Content Regulations Department of

the SKMM on the procedures of complaint resolutions. Based on the feedback received, the

Complaints Bureau is currently embarking on an extensive effort to resolve backlogged cases

from the year 2009.

The percentage of cases resolved by the Complaints Bureau for the year 2009 amounted to

68.4% as opposed to 86.4% in 2008. The difference in cases resolved was as a result of an

influx in Internet related cases pursuant to the CMCF‟s successful print media campaign.

Certain cases that were received regarding content in the „Netsphere` required intricate

treatment with further information and research to be carried out for proper assessment. The

subjectivity of the issues within the complaint also played a part in the turnaround time for the

closure of such cases. The difficulty of CMCF not having extra territorial jurisdiction plays a

large part as a number of complaints were on content hosted overseas. Effectively however, the

CMCF‟s Complaints Bureau had put in every effort to complete the deliberation of cases within

the shortest period of time.

Appended herein are the Complaints Bureau‟s case summary that have been issued by the

Complaints Bureau for this reporting period as per Appendix II.

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Public Relations Initiatives and Awareness Activities

The table below depicts a snapshot of the types of activity that the Content Forum was involved

in between January until end of December 2009:

No Type of Activity Frequency

1 Road shows/Exhibitions 14

2 Seminars/Workshops/Conferences 62

3 Press Release 15

4 Media Interviews 4

5 Other Events 13

Organizational

Activities

Table 6: Summary of Public Relations Initiatives For 2009

Media Interview4%

Press14%

Road Shows13%

Seminars57%

Others12%

Percentage of Public Relations First Half of 2009

Figure 6: Breakdown of Public Relations Activities

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Throughout the first half of 2009, the Content Forum had set up promotional booths and distributed promotional materials in the following events:

7th Biennial Conference of the Pacific and Asian Communication Association Exhibition (PACA 2009)

Date :10 - 12 January 2009 Venue :PPL, Universiti Putra

Malaysia

Paragliding Accuracy World Cup 2009

Date: 30 April, 1 May,

2 May and 3 May 2009 Venue: Bukit Jugra, Banting,

Selangor

Festival Sains, Teknologi Inovasi Selangor (FESSTIS)

Date :12 June to 14 June

2009 Venue : Kompleks PKNS,

Shah Alam

7th Biennial Conference of the Pacific and Asian Communication Association Exhibition (PACA 2009)

Date: 10 - 12 January 2009 Venue: PPL, Universiti Putra

Malaysia

Program Merakyatkan Seni Budaya (PMS): Date: 21 June 2009 Venue: Padang Sekolah Menengah Kebangsaan Seri Indah, Taman Seri

Serdang. Date: 28 June 2009 Venue : Dewan Orang Ramai Kg. Padang, Hulu Langat. Date: 12 July 2009 Venue: Padang Kg. Setia, Kuang.

Hari Pengguna Malaysia 2009 Date: 24 July 2009 Venue: Padang Majlis

Perbandaran Kuantan 2, Kuantan, Pahang.

Hari ICT Sekolah Kebangsaan Kg Gelam Date: 30 July 2009 Venue: Tapak Perhimpunan SK

Kampong Gelam, Tanjung Keling,Melaka.

MSC Malaysia Cyber Centre Launch Date: 4 August 2009 Venue: MSC Malaysia Cyber

Centre, Pekan, Pahang.

Kelantan Science and Technology Carnival Date: 6 – 9 August 2009 Venue: Kompleks Islam

Darul Naim, Kota Bharu, Kelantan.

Kelantan Science and Technology Carnival Date: 6 – 9 August 2009 Venue: Kompleks Islam

Darul Naim, Kota Bharu, Kelantan.

Kelantan Science and Technology Carnival Date: 6 – 9 August 2009 Venue: Kompleks Islam Darul

Naim, Kota Bharu, Kelantan.

Road Shows

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Content Code Training and Briefing

Training with Qtelmedia (M) Sdn Bhd The Executive Director was invited by Qtelmedia (M) Sdn Bhd to provide training to their staff on the Content Code. The training was held on 5 March 2009 at Qtelmedia‟s premises in Cyberjaya.

Content Code Briefing with StarRFM The Executive Director was invited by StarRFM Sdn Bhd to provide a briefing to their staff on the Content Code. The briefing session was held on 11 June 2009 at Grand Seasons Hotel, Kuala Lumpur.

Content Code Briefing with Media Prima Berhad Media Prima Berhad had extended an invitation to the CMCF to provide a briefing on the Content Code to the largest media conglomerate‟s staff. The Content Code briefing session was held on 14 December 2009 at Media Prima‟s headquarters in Bandar Utama, Petaling Jaya.

Broadband Fair Kota Kinabalu Date: 10 October 2009 Venue: Kompleks

Karamunsing.

GoMobile Exhibition Date: 23 – 25 October

2009 Venue: Kuala Lumpur

Convention Centre.

International Seminar by Faculty of Communications, Universiti Teknologi MARA

Date: 16 – 17 November 2009

Venue: UiTM Shah Alam.

Sandakan Broadband Fair Date: 12– 13 December

2009 Venue: Sandakan, Sabah.

Karnival IKTIRAF 2009 Date: 18 – 20 December

2009 Venue: UiTM Shah Alam.

Karnival Gegar Generasiku Date: 1 – 2 January 2010 Venue: Dataran Merdeka,

Kuala Lumpur.

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Newspaper Article

The CMCF was featured in two articles in Berita Harian on the 24 February 2009 and 28

March 2009 which had emphasised on the reference to the Content Code and for consumers to

practice self-regulation and thereby protecting themselves from abuses online and through

mobile phones.

The New Straits Times of 13 April 2009 featured the CMCF on the front page and on a full page

(page 6) of the newspaper of its role to handle complaints on abuses on blogs and mobile

phones.

Further to the above, the full list of newspapers which featured articles featuring the CMCF are

as below:

(i) The Star (21 February 2009) “ Content code now a must for service providers ”

(ii) The Sun (21 February 2009 “ Mandatory content code compliance lauded ”

(iii) The Sun (22 February 2009) “ Mandatory content code compliance gives forum more

bite ”

(iv) The Star (28 February 2009) “ Adhering to the content code : Making the code

mandatory changes the game ”

(v) The Star (14 March 2009) “ Creative ads to educate people about online abuse ”

(vi) The Star (25 March 2009) “ Review on content code to finish by year end ”

(vii) The Star (25 March 2009) “ Review on content code to finish by year end ”

(viii) The New Straits Times (13 April 2009) “ Net Abuse: Know Your Rights ” (Front Page)

(ix) The New Straits Times (13 April 2009) “ Fight malicious content ”

(x) The New Straits Times (13 April 2009) “ Educating us on our e-media rights”

(xi) The Star (21 April 2009) “ Beware of SMS and e-mail promising gifts, public told "

(xii) Sin Chew Daily (21 April 2009) “ Offensive online content may be referred to CMCF ”

(xiii) BERNAMA.COM Online News Portal (26 April 2009) “ Pengguna Internet Perlu Amal

Kawal Selia Kendiri ”

(xiv) The Star (2 May 2009) “ More complaints please ”

(xv) The New Straits Times (12 November 2009) “Probe into „vulgar‟ ad”

Public Relations

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Distribution of Content Code and Premiums

The Executive Office of the CMCF had distributed copies of the Content Code and premiums to

individuals and various organisations in the country. As at 31 December 2009, a total of 4190

copies of the Content Code were distributed in conjunction with various events and requests

made through the CMCF Executive Office. A total number of 3020 premiums such as

brochures, note pads and pens were also distributed until the abovementioned period.

A breakdown of the Content Code and Premiums distribution is as shown below:

No. Total Copies

1. Public/CMCF Members/Organisations 560

2. Content Code Training 100

3. Road Shows/Exhibitions 3530

4. Brochure 1450

5. Note Pad 1050

6. Pen 520

TOTAL 7210

Website

The CMCF’s facelift of its official website had been online and running since 20 November 2009.

The Executive Office and Optima Innovations are currently monitoring the website for any

glitches and technical errors. Further improvements on the features of the website will also be

incorporated in the near future and the website is expected to be officiated in early January

2010.

Additionally, the CMCF website and online domain address has been changed from

‘www.cmcf.org.my’ to ‘www.cmcf.my’ in conjunction with the second level domain name that

was introduced by .my Domain Registry. Notifications on the changes of the domain address

had been included in all e-mail correspondences sent by the Executive Office.

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Interview with Radio Televisyen Malaysia (RTM)

The national news station, Radio Televisyen Malaysia (RTM) had interviewed the

Executive Director on 13 April 2009 in understanding the role of CMCF and how it helps the

members of the public in knowing their rights with regard to the consumption of electronic

networked content. In the said interview, RTM had also sought information on how the CMCF

could assist the public at large who become victims of the dissemination of malicious, false or

offensive content through the electronic media. The interview was telecast in the news segment

of the stations‟ main bulletin.

Interview with Sin Chew Daily

Sin Chew Daily, the leading Chinese daily in the country had interviewed the Executive

Director on 22 April 2009 and featured prominently an article on CMCF in their newspaper on 24

April 2009. The article had focused on areas of the key objectives of the CMCF and its role in

assisting Malaysians who are probably not aware on the CMCF‟s role in handling malicious

content disseminated via the Internet, on blogs and other electronic mediums. The interview

was held at the Executive Office of the CMCF.

Interview with Bernama

An interview of the Executive Director by the news agency, Bernama was held on 22

April 2009 at the Executive Office of the CMCF. The key areas of focus of the interview mainly

concerned the views of the CMCF in handling of malicious, offensive or false content

disseminated via the Internet and blogs and the action that could be taken on those who breach

the laws. The article on CMCF by Bernama was featured on Bernama.Com Online news Portal

on 26 April 2009.

Interview with the Universiti Kebangsaan Malaysia (UKM)

An interview session by a post graduate student from the Centre for Media Studies and

Communications, Faculty of Social Sciences and Humanities of Universiti Kebangsaan Malaysia

(UKM) was conducted with the Executive Director on 9 September 2009. Accompanying the

student was the Head, Communications and Public Policy Programme of the abovesaid faculty,

Prof Madya Dr Asiah Sarji, who is also a panel member of the “Research Collaboration on New

Media Content” between SKMM and institutions of higher learning for 2009/2010.

The Executive Director had given a briefing on the role and scope of the CMCF and

provided input on the milestones and activities of the CMCF from its date of existence. During

the discussion, Dr Asiah had informed that UKM looks forward to collaborate with the CMCF on

matters pertaining to self regulation of content disseminated over the electronic networked

medium from an academic and practical perspective.

A list of the CMCF‟s Public Relations initiatives is appended herein as per Appendix III.

Interviews

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To-date, the CMCF carries a total number of forty four (44) companies and organisations under

its stable of members with forty two (42) Ordinary Members and two (2) Associate Members.

As for the membership to the CMCF, the list of members as at 31 December 2009, are as

follows:

No. List of members

1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

11.

12.

13.

14.

15.

16.

17.

18.

19.

Association of Accredited Advertising Agents Malaysia

Malaysian Advertisers Association

Nestle Products Sdn Bhd

Procter & Gamble (M) Sdn Bhd

Friends Advertising & Communications Sdn Bhd

Colgate Palmolive (Malaysia) Sdn Bhd

Media Specialists Association of Selangor & WP

Innovate Solutions Systems Sdn Bhd

Commercial Radio Malaysia

Sistem Televisyen Malaysia Bhd

Natseven TV Sdn Bhd

Star Rfm Sdn Bhd

Measat Radio Communications Sdn Bhd

Ch-9 Media Sdn Bhd

Metropolitan TV Sdn Bhd (8TV)

U Television Sdn Bhd

Maestra Broadcast Sdn Bhd

Celcom Technology (M) Sdn Bhd

Qtelmedia (M) Sdn Bhd

Membership

management

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20.

21.

22.

23.

24.

25.

26.

27.

28.

29.

30.

31.

32.

33.

34.

35.

36.

37.

38.

39.

40.

41.

42.

43.

44.

Persatuan Penerbit Filem Iklan Malaysia (PPFIM)

Association of Post Production & Animation Companies Malaysia (POSTAM)

Double Vision Sdn Bhd

Persatuan Industri Komputer Dan Multimedia Malaysia (PIKOM)

Star Publications (M) Bhd

VADS Bhd

Recording Industry Association of Malaysia (RIM)

Dapat Vista (M) Sdn Bhd

Online e-Club Management Sdn Bhd

Nextnation Network Sdn Bhd

Asia Media Monitors Sdn Bhd

Jaring Communications Sdn Bhd

Telekom Malaysia Berhad

DiGi Telecommunications Sdn Bhd

Malaysian Mobile Services Sdn Bhd

Timedotcom Sdn Bhd

Applied Information Management Services Sdn Bhd

Shinjiru Technology Sdn Bhd

National Council of Women's Organisations

Kesatuan Perkhidmatan Perguruan Kebangsaan

Jabatan Komunikasi, Fakulti Bahasa Moden dan Komunikasi, Universiti Putra Malaysia

Cahayasuara Communications Centre

Malaysian Mobile Content Providers Association (MMCP)

CyberSecurity Malaysia (Associate Member)

.My Domain Registry Bhd (Associate Member)

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Mohd Mustaffa Fazil Mohd Abdan Executive Director

Mohd Firdaus Mustafar Supervisor

Staff

Faizal Ismail Operations Executive Corporate Communications

Mohd Wahyuddin Mahmood Operations Executive Research and Monitoring

The Executive Office

Nur Izwanni Jaafar Administrator

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The Complaints Bureau Chairman, Y. Bhg. Datuk Mohamed

Bazain bin Idris is retained on an honorarium basis. The tenure of the

Complaints Bureau Chairman has been extended to facilitate the

handlings of the Complaints Bureau matters.

The Executive Office had recruited Encik Mohd Wahyuddin bin

Mahmood and Cik Nur Izwanni binti Jaafar in February and April

2009 respectively to fill the positions of Operations Executive

(Research and Monitoring) and Administrative Assistant.

In July 2009, the Executive Office had appointed Encik Faizal bin Ismail as an

Operations Executive (Corporate Communications) to assist in areas of public relations

and administration duties of the CMCF.

Mr Kalaiselvam a/l Kanapathy has retired from his position as Assistant Manager with

effect from 26 October 2009.

On the other hand, Puan Azrina Hernieyati bt Che Aziz has resigned from her position

as Operations Executive (Research and Monitoring) with effect from 1 December 2009

due to personal and family reasons.

Further staffing is required to perform expanded duties as per the CMCF‟s ongoing business

plan.

The organisational structure of the CMCF‟s Executive Office and Complaints Bureau is

presented as per Appendix IV.

Y. Bhg. Datuk Mohamed Bazain bin Idris Complaints Bureau Chairman

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Public Relations Initiatives and Awareness

Activities

(i) Media Campaign and Infomercials

In furtherance to the efforts carried out in 2009, the CMCF seeks to

enhance its awareness campaign through a media plan which includes

print advertising, television and radio commercials. Through these

media campaigns, the CMCF plans to enhance mass media penetration to

the public. The awareness campaign will include publication of infomercials

in mainstream media.

Below is the summary of the CMCF‟s media campaign and infomercials that

will be carried out in 2010:

(a) Radio Campaign

The CMCF had completed the production of its radio advertisements in

the Bahasa Malaysia and English languages which is expected to be

launched in January 2010. The CMCF will pursue the radio campaign by

deploying advertisements in vernacular languages in the future.

(b) Television

The CMCF has finalised the script for Chairman for an appearance in the

„Malaysia Hari Ini‟ (MHI) programme that will be aired on Sistem

Televisyen Malaysia Berhad (TV3). The CMCF is also currently drafting

the storyboard and scripts for its Public Service Announcement (PSA) and

the production is targeted for the first quarter 2010.

(c) Print Media Campaign

Based on the successful print media campaign that was carried out

through the first quarter of 2009, the CMCF had embarked on a second

print advertisements blitz which ran from October to December 2009. The

CMCF will continue to maintain its presence in 2010 by continuing to

embark on print advertisement campaigns throughout the year.

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(ii) Seminars, Training and Forums

(a) Content Code Training

The CMCF will continue to organise training sessions for the

industry and also the public in 2010. Several training programs

had been tailored and ready to be executed on a monthly basis.

This is in tandem with the Content Forum‟s objectives of

educating the industry and engaging the public to enhance their

awareness in issues related to content.

(b) Roadshows

As in the previous years, the CMCF will continue to work

together with SKMM, KPKK as well as the CMCF‟s own

members and affiliates to participate in numerous roadshows.

This is to fulfil the mandate of being the industry‟s designated

self-regulatory organisation. Through the presence at the

roadshows, the CMCF will illuminate the mass population on the

role of the CMCF and the rights of the consumers and industry in

regard to the electronically disseminated content.

The Content Code Review Exercise

The Content Code Review Exercise which is still in progress will continue to

encapsulate recent developments of the various components of the

communications and multimedia industry in the first quarter of 2010 before it is

finalised through the various Working Group Category meetings.

Upon completion of the draft, it will be presented to the public for the process

of public consultation. After the completion of the public consultation process

and finalization of the draft, the CMCF is expecting to launch the 2nd edition of

the Content Code.

The public consultation process and the launch of the 2nd edition of the Content

Code will be published in the mass media as part of the Industry’s Code

Development process and CMCF’s public relations and awareness initiatives.

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Music Content Sub-Code

The CMCF Music Content Sub-Code is expected to be launched pending the

approval and the registration of the Sub-Code by the SKMM.

Complaints Bureau Enhancement

The processes and procedures in dealing with cases of complaints and content

advisory matters will be scrutinised and improved to enable the Complaints

Bureau to handle and deliver its decisions effectively.

In addition, the construction of the CMCF‟s Complaints Bureau‟s section in the

CMCF website is completed and will be operational in 2010. The section serves

as a restricted access avenue for the Complaints Bureau‟s members to view case

materials such as videos, audios and documents in order for them to deliberate

on each case effectively and timely.

A section for the CMCF‟s Content Advisory Centre (CAC) will follow suit once the

abovementioned Complaints Bureau‟s section in the website completed and fully

operational.

Membership

The CMCF‟s membership drive is targeted at public bodies and industry players

as well as those who are involved in the dissemination of content over the

electronic networked medium.

In terms of membership attraction, the CMCF, through its‟ public relations

initiatives aim to reach organisations and companies from the financial,

manufacturing and retail sectors. The membership drive will also cover

organisations and companies that are involved in and utilise communications and

information technology in conducting their affairs and their business activities.

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CMCF Premiums

In complimenting the CMCF’s media plan, the CMCF had designed premiums to be

distributed during functions, seminars, trainings and roadshows which will be conducted by the

CMCF and involves the participation of the CMCF in the future. The first delivery of premiums or

giveaway items were in the form of 5,000 pieces of ‘two way pens’ and 5,000 pieces of note

pads (‘sticky pad’). These items were distributed during roadshows and seminars conducted

since July 2009.

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Key Performance Indicators (KPI)

Arising from the Content Forum‟s desire to enhance its

professionalism, efficiencies and effectiveness, the three (3) year

business plan contains intrinsic key deliverables that may also be

charted as performance indicators so as to enable the CMCF to

reach its full potential with the required resources. A breakdown of

the said KPI‟s is illustrated as per Appendix V herein.

Budgetary Requirements and Plan of Activities for 2010

(i) Arising from the three (3) year Business Plan of the CMCF, the projected amount for the

CMCF‟s activities was approximately RM5 million over three years. The utilisation of the

funds will be for the following:

a. the Content Code review exercise, public consultation, reprinting, road-

shows and distribution;

b. Complaints Bureau enhancement and faster turnaround time;

c. operations of Working Sub Committee groups under the Content Forum;

d. active industry drive; membership, interaction and communications

(including advertising and promotions); and

e. operations of CMCF (payroll, office and administration), etc.

Key Performance Indicators and

Budgetary Requirements

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f. media campaign on creating awareness of the CMCF.

(ii) The CMCF has received around sixty (60) percent of the requested amount to-date. As it

stands, the allocated funds will be directed to the key activities abovementioned. In light

of the KPI‟s that have been agreed with the SKMM, the CMCF takes the view that further

expenditure is required to achieve the KPI‟s and the abovesaid activities;

(iii) Among the first activity that will be undertaken in 2010 is the CMCF Media Conference

that was held on 12 January 2010. The media conference highlighted on the activities of

the CMCF in 2010, apart from the launch of the CMCF‟s radio commercials as well the

new facelift of the CMCF‟s website;

(iv) It is further intended for the print advertisement to be followed up with television and

radio spots for greater emergence of the CMCF brand. Whilst the cost of airtime may be

subsidised by the relevant members of the CMCF, the production cost of a media copy

to be aired is still relatively high;

(v) The impending launch of the Music Content Sub-Code is another opportunity for the

CMCF to further promote its brand and it is hoped that the launch may be a newsworthy

event that can be capitalised by the CMCF;

(vi) The review of the Content Code has progressed favourably in terms of the industry‟s

participation in the exercise. As the Content Code is a more comprehensive document

than the Music Content Sub Code, it is projected that the costs involved to undertake the

review, up to the point of public consultation and beyond will be quite costly;

(vii) The net effect of these exercises and undertakings will mean greater interfacing with

industry players and the public at large. It would also mean a higher usage of the

Complaints Bureau‟s services wherein the CMCF will need to boost the support given to

the Complaints Bureau in order to meet its KPI‟s.

(viii) The CMCF will embark on monthly Content Code training programmes throughout the

year 2010. The training programmes will be carried out by the Executive Office for the

purpose of educating the industry and also the public on self regulation of content

disseminated over the electronic networked medium.

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For the month of January 2010, the training programme will take place as a seminar jointly

organised with SKMM Central Regional Office that was successfully held on 26 January

2010 at De Palma Hotel, Shah Alam. The event attracted around 330 pax against the invited

participants of 250 pax.

As at 31 December 2009, the CMCF had embarked on extensive Public Relations activities

such as the CMCF Media Campaign carried out during the month of March and April 2009

and its second blitz from October to December 2009. Further to that, in the second half of

2009, the CMCF had stepped up its public relations initiatives by participating in various

seminars, conferences and roadshows held throughout the nation.

Apart from that, production of premiums and reproduction of new brochures were undertaken

in the first half of 2009 and deliveries of these items were made gradually during the month of

July 2009. These activities constituted a large portion of the CMCF‟s expenditure during the

year 2009.

The above is submitted for the Commission’s notice,

information and further consideration.