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Malaysia wins UNICEF top regional awards for broadcasting

2010 ICDB Awards
International Children's Day of Broadcasting

Prize recognises regional efforts to celebrate children's broadcasting and spotlight children's rights

KUALA LUMPUR/NEW YORK, 24 September 2010 – Malaysian TV and radio broadcasters took the top spots at this year’s International Children’s Day of Broadcasting (ICDB) Award for the East Asia Pacific region. Media Prima’s TV3 won in the TV category with their documentary titled Terubuk Masin untuk PM while Radio Televisyen Malaysia’s (RTM) TraXXfm won their second consecutive award in the radio category for their program, Listen Up!

This is the first time in ICDB history where Malaysia wins in both categories in the East Asia Pacific region. UNICEF Representative to Malaysia, Mr. Hans Olsen, said Malaysian broadcasters should be pleased that the effort they put in to give children a chance to air their views have paid back.

“Children who are encouraged to express their opinions, learn to take responsibility and become active citizens. Children who are encouraged to ask questions are more likely to develop the ability to think independently and take informed decisions. These are important qualities of good citizenship,” Mr. Olsen added. “This is as much a win for Malaysia’s children, as it is for TV3, TraXXfm and all other participating broadcasters.”

This year’s ICDB had the largest number of Malaysian radio and TV stations standing united for children. Other participating stations in ICDB 2010 were, BERNAMA Radio 24,,,,, MINNAL,, NTV7,, RTM TV2, and THRAAGA.

Programming with and about children

The ICDB is a day set aside each year to celebrate children’s broadcasting and encourages young people to get involved in television and radio broadcasting. The 2010 theme, All Rights All Children, honoured the 20th anniversary of the Convention on the Rights of the Child (CRC@20) and asked children to talk about children’s rights and their importance.

TV3’s Terubuk Masin untuk PM documentary is about three young children from marginalised communities who have never set foot in Putrajaya. In conjunction with the ICDB, they were given the golden opportunity to meet with the Prime Minister and to deliver a message of hope on behalf of children in Malaysia.

TraXXfm’s Listen Up! compiles excerpts by children aged 12 to 15 talking about their rights, the Malaysia concept, unity, safety on the road, smoking and many other issues. The radio programs were produced by the children themselves during TraXXfm Deejay Workshops held in five major cities, namely Penang, Melaka, Johor Bahru, Kuching and Kota Kinabalu. The Workshops were organised in support of UNICEF’s CRC@20 Tune in to Me campaign launched in November 2009.

Universality of children’s broadcasting

Representatives from TV3 and TraXXfm will receive their awards in New York on 2 November 2010. As regional winners, they stand a chance to win the global ICDB Award 2010 which will also be announced at the same event.

Other regional winners include Maputaland Community Radio Station (South Africa), Radio y Televisión de Aguascalientes (Mexico), Air India, Tejarat Radio (Iran), Voice of Nigeria and Radijojo (Germany). (Complete list given below)

“These visionary broadcasters have empowered young people through their creative programming and commitment to youth involvement in media,” said UNICEF’s Internet, Broadcast and Image Section Chief Mr. Stephen Cassidy in New York. “The nominees include broadcasters who are veterans of the ICDB as well as broadcasters who participated in the ICDB for the first time. We are inspired and encouraged by the universality of the International Children’s Day of Broadcasting.”



International Children's Day of Broadcasting
The ICDB is celebrated on the first Sunday of March every year when broadcasters around the world air quality programming about and by children. ICDB was created in 1991 to encourage broadcasters to allow children to be part of the programming process, to talk about their hopes and dreams and share information with their peers. Since it began almost 20 years ago, ICDB has been growing from strength to strength. Today, thousands of broadcasters in more than a hundred countries take part in the day, celebrating it in ways that are as unique and special as children themselves. Visit ICDB

Regional Winners 2010:

East Asia & the Pacific TV3 (Malaysia) TraXXfm (Malaysia)
South Asia ATN Bangla (Bangladesh) All India Radio (India)
Middle East & North Africa SOREAD/2M (Morocco) Tejarat Radio (Iran)
Eastern & Southern Africa Ethiopian Radio & Television Services (Ethiopia) Maputaland Community Radio Station (South Africa)
West & Central Africa Télévision Togolaise (Togo) Voice of Nigeria (Nigeria)
Central, Eastern Europe & Commonwealth of Independent States UzNTT (Uzbekistan) --
Latin America & Caribbean C7 Sistema Jalisciense de Radio y TVMexico) Radio y Televisión de Aguascalientes (Mexico)
Industrialised Countries -- Radijojo gGmbH (Germany)

TraXXfm started broadcasting in 1982 and the station broadcasted nationwide as well as to neighbouring Singapore, Brunei, and parts of Thailand. TraXXfm is the only Malaysian Radio station that pioneered English as the medium for delivering its programs when it started as Blue Network and then Radio 4 and the station also played an important role to educate, inform, and to entertain listeners. Currently, TRAXXfm operates 24 hours Live, focusing on music as well as talks shows and interaction between Deejays and listeners. Listeners can also tune in via LIVE Streaming

Since its establishment in 1984, Sistem Televisyen Malaysia Berhad (TV3), a private terrestrial station in Malaysia has been able to sustain its position as the country’s leading television station. TV3 has grown from strength-to-strength through its continuous investments in three core segments – Mass Market, Women, Kids and Teens. It has also through the years, introduced new and fresh concepts relevant to its audiences and current affairs. Visit TV3.

Tune in to Me
Tune in to Me was created by UNICEF and Leo Burnett / Arc Worldwide to honour children’s rights in conjunction with the 20th Anniversary of the Convention on the Rights of the Child (CRC) on 20 November 2009. The Campaign culminated on 6 March 2010 in conjunction with International Children's Day of Broadcasting 2010. More than 10 of Malaysia’s large network of media owners spanning TV, radio and online came together on this day to provide children and young people with a safe space to speak out – whether by reading the news or sports segment, hosting a program or simply voicing their opinions. Learn more.

For more information, please contact:

Indra Kumari Nadchatram
UNICEF Media Malaysia
Tel +6012 292 6872,

Juana Jaafar
UNICEF Media Malaysia
Tel + 6012 530 9693,





ICDB 2010

ICDB Community Blog

Tune in to Me

Right to be Heard

Celebrating 20 years of children's rights


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