adminKUALA LUMPUR: Astro has partnered with the Malaysian Communications and Multimedia Commission (MCMC) to strengthen awareness of safe internet use among teenagers through thelatest Tamil techno-thriller series, “Maara”.
The collaboration is implemented through the Safe Internet Campaign which aims to foster more responsible digital practices, including the ethical use of social media and artificial intelligence (AI).
Astro’s Vice President of India Consumer Business, Prem Anand, said that as a local content and entertainment company, Astro does not just provide entertainment, but also leverages its platform to deliver messages that have a positive impact on society.
According to him, the collaboration with MCMC reflects Astro’s commitment in strengthening the Environmental, Social and Governance (ESG) agenda through the Voice for Good core by making content a medium of education and awareness for the community.
“In addition to providing entertainment, we continue to strengthen the ESG agenda through the Voice for Good core by using content as a medium to bring positive impact to society.
“We are proud to be working with MCMC on a highly relevant initiative to foster digital responsibility among youth, including raising awareness about safe internet practices and the ethical use of social media and artificial intelligence,” he said.
He added that Astro has also expanded the premiere slot for local Tamil dramas to one hour since February as an effort to open up more space for quality storytelling and the development of local creative talent.
Meanwhile, MCMC said it would continue to strengthen public awareness of online safety through the Safe Internet Campaign which is being implemented continuously throughout the country.
The campaign focuses on internet safety education for all levels of society, especially children and family institutions, and is supported through strategic collaborations with industry players as well as the implementation of community-based programs.
“MCMC remains committed to strengthening public awareness of online safety and responsible digital usage through the Safe Internet Campaign.
“This initiative is being implemented continuously to educate Malaysians on internet safety, especially children and family institutions, as well as being supported through strategic collaborations with industry players as well as the implementation of community-based programs to create a safer internet environment for all,” the statement explained.
The series “Maara” tells the story of Maragathavalli or Maara, a 19-year-old university student who pursues popularity and financial stability as a social media influencer under the guidance of her mentor, Alice.
However, her pursuit of social media influence led Maara to exploit her disabled sister to produce viral content, before leaking a private video of her rival, Brindha, sparking a tragedy.
When the police began to approach, Maara tried to erase her digital footprints and escape, but was forced to face the dilemma of whether to admit her guilt or continue living as a fugitive.
Through the storyline, Maara highlights the message about the importance of ethical use of social media, privacy, empathy and digital responsibility, especially among teenagers.
The series directed and produced by Jeyapragash Jeyamurthi stars Dishaaleny Jack, Punitah Shanmugam, Thivyah Kia, Sattiya Kandi and K. Prakash.
Maara will begin airing on July 6, every Monday to Thursday, at 9.30pm on Astro Vinmeen (Channel 202), Astro GO, On Demand and Sooka.
-Agency
