Modern Responsibility is about maximising the power of entertainment for the benefit of society and the communities in the countries in which we operate. This can be achieved by setting a good example ourselves, by raising awareness of important social and environmental issues, and by encouraging the public to take action. In this way, the media channels can be used to spread information and effect change.
Modern Responsibility reflects what we believe in and is at the very core of our 
business. For us, sustainable and responsible business is successful business. By recognising our responsibility and acting accordingly, we not only support the surrounding communities but also improve and develop MTG.
The Modern Responsibility programme was introduced in 2004 and we have reported on its development in each of our Annual Reports since. But the more comprehensive 2008 Modern Responsibility Report you can download from the left column on this page is the first of its kind that we have produced. It is our intention to increase the level of reporting and information about the programme in the years to come.
There is a lot going on – from small initiatives to larger scale projects, all of which share the aim to move beyond obligations and invest in our human resources, good business practices, the environment and the relationships with all of our stakeholders.
We have taken a number of important steps over the past year to enhance our environmental work – we have installed video conferencing equipment that has enabled us to further reduce business travel, we have started measuring and acting to reduce our carbon footprint and our radio platform is the first anywhere in the world to apply for environmental management certification. We have also continued to support causes such as mental health and hospitalised children by donating TV and radio airtime.
We are continuously increasing our footprint and attracting new viewers, listeners and customers. This brings many opportunities for new social and environmental initiatives and also increases the level of responsibility to maximise entertainment’s power for good.
Hans-Holger Albrecht
President & CEO
Modern Times Group MTG AB