Updated Mar 17, 2026 by Modern Times Group
Report · January 1, 2011
Published by Modern Times Group
The 2011 Modern Responsibility Report demonstrates how Modern Times Group (MTG) has integrated a comprehensive sustainability framework across its operations in 39 countries, targeting employee welfare, anti‑corruption, climate action and community engagement. By the end of 2011 the company achieved a 5 % reduction in carbon footprint per employee—equating to a 16 % total cut in emissions—and a 6 % per‑employee decline in CO₂ versus the 2009 baseline, while overall office energy use fell by the same 16 % margin. These environmental gains were accompanied by a record‑low incidence of work‑related accidents (zero) and consistently low absenteeism around one percent. MTG’s expansion strategy in 2011 combined geographic and product growth, acquiring stakes in TV Prima, Darial TV and Balkan Media Group, launching Viasat HD, History HD and Nature HD in 22 Central‑ and Eastern‑European markets, and entering four African nations (Ghana, Uganda, Tanzania, Kenya). The broadcasting arm, including Strix, continued to produce and co‑produce TV formats sold in more than 80 territories, while its gambling subsidiary Bet24 remained a marginal revenue source subject to strict responsible‑gaming controls. Stakeholder dialogue was institutionalised through a GRI‑aligned materiality analysis, enabling MTG to meet 14 of 15 short‑term sustainability targets for the year. Employee turnover averaged 18 % among 3,031 staff (mean age 34) and training participation rose, though the rollout of anti‑bribery e‑learning was deferred for policy refinement. The whistle‑blower system recorded only two operational reports, underscoring a relatively clean compliance environment. Community contributions
IMPROVING TODAY MODERN RESPONSIBILITY REPORT 2011 2011 TRANSFORMING TOMORROW
Contents page5 Words from page Colleague Responsibility our CEO 22 24. Investing in and rewarding employees 26. Equality and diversity 27. Health and safety page MTG now and then page Broadcast and Marketing 6 6. MTG operational structure 28 Responsibility 8. and countries 28. Protecting minors From yesterday to today 29. Compliance 30. Accessibility 32. Positive programming page MTG and page Responsibility to the 12 sustainability 36 Community 12. Mission statement 36. Corporate giving 14. Governance 38. Climate change risks and 16. Stakeholder engagement opportunities 18. Our goals 41. Carbon footprint 43. Playing for Change 45. MTG United for Peace page Business page About this report 20 Responsibility 49 49. 2011 highlights 20. Anti-bribery and corruption 50. GRI index 20. Code of Conduct 21. Supply chain Cover: ‘Tron Legacy’ (© Walt Disney Pictures), ‘Pirates of the Caribbean: On Stranger Tides’ (© Walt Disney Pictures), ‘Avatar’ (© 20th Century Fox) and ‘Salt’ (© Sony Pictures Entertainment) Design Narva and Herlin Widerberg (partly). are all showing on Viasat Film and Viaplay in 2012.
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Transforming tomorrow today The broadcasting industry is today very different from what it was ten years ago, but at the same time, it’s surprisingly unchanged at its core. On one hand, rapidly changing technology is enabling viewers to consume content in new ways, but on the other hand, the core of our business is still based on the fundamental understanding that content is everything, and that knowing your customer and nurturing that relationship is key. It is more important than ever to have an 1TG ongoing dialogue with our many stakeholder groups and to embrace their feedback. The environment in which we operate demands that we as a Group relate to our customers, employees, suppliers, investors and other stakeholders in an honest and responsible way, continuously working to improve ourselves. We call this ‘Modern Responsibility’, and its goal is to ensure we embrace our responsibility as a broadcaster in all of our 39 operating countries. Conduct. We are now educating both our MTG’s wide footprint and range of opera- We published our first Global Reporting employees and suppliers on these policies. tions also means we face a large number Initiative (GRI) report in 2010, based on of different challenges every day. While we a materiality analysis and a stakeholder As a broadcaster, we also have the opp- strive to address corruption, human and survey, both conducted to verify we were ortunity to give back to the communities labour rights issues and climate change heading in the right direction.
nges every day. While we a materiality analysis and a stakeholder As a broadcaster, we also have the opp- strive to address corruption, human and survey, both conducted to verify we were ortunity to give back to the communities labour rights issues and climate change heading in the right direction. The findings in which we exist, by donating airtime with strong Group-wide policies, we also yielded a set of short-, mid- and long-term to charitable organisations and through need to be sensitive to local culture when goals. I am proud to report that in 2011 programming that highlights social issues these are implemented. Our challenge we met 14 of the 15 short-term goals set within local communities. Another priority is to maintain MTG’s status as a cutting in 2010. An important reminder however, for MTG is working with environmental or- edge broadcaster, while upholding the high that our Modern Responsibility work is still ganisations to promote their causes, mea- standard of our responsibility work, and a work in progress, came in the form of our sure and reduce our carbon footprint, and remaining ready to respond to the chalannual anonymous employee survey, which adopt internal green actions. In 2011 we lenges of the future. highlighted the need to improve employee achieved the goal of reducing our carbon training and development, as well as inter- footprint by 5% per employee, primarily I am convinced that our Modern Responsinal communication. We have now begun through a Group-wide 16% reduction in bility work in 2011 has helped us be more addressing these issues and set goals for energy consumption. prepared than ever before to behave retheir improvement in 2012.
The 2010 Modern Responsibility report presents Modern Times Group’s first GRI‑aligned disclosure, expanding the reporting perimeter to encompass all subsidiaries and leased assets that employ staff. It establishes a comprehensive materiality analysis, stakeholder survey, and a crisis‑support team, framing corporate responsibility as a strategic pillar that underpins responsible broadcasting across MTG’s television, radio and digital platforms. The document’s thesis is that transparent governance, measurable sustainability targets, and inclusive social initiatives can drive long‑term value for both the business and its broader stakeholder community. Governance is overseen by a seven‑member board—six independent non‑executives, five men and two women—supported by audit, remuneration and Modern Responsibility committees. The report sets concrete performance goals, including training 50 % of relevant staff on compliance by the end of 2010 and achieving full coverage by 2012, reducing per‑employee CO₂ emissions by 5 % versus the 2009 baseline by February 2012, and extending a supplier self‑check system to half of MTG’s partners. Parallel gender‑equity objectives launch a women‑in‑leadership network in Sweden and benchmark gender‑pay gaps in Scandinavia by June 2011 and globally by February 2012. Operational outcomes for 2010 demonstrate strong social and environmental stewardship. MTG achieved 100 % subtitling/closed‑captioning for Swedish output, delivered 110 hours of compliance training, recorded only 21 internal complaints and incurred no fines. Philanthropic activity leveraged media assets to donate roughly 111 million SEK of airtime and raise over €58 million for health, disaster relief and child‑health campaigns across more than 20 countries. The United for Peace football tournament engaged 130 youths from 12 nations, with 88 % reporting new friendships and a near‑universal endorsement of sport as a conflict‑resolution tool, while the Playing for Change initiative secured a Social Capitalist award and raised 160 k SEK. Environmental performance shows a 7 % rise in total greenhouse‑gas emissions to 15,032 t CO₂e, driven mainly by facility energy (5,496 t) and business travel (8,727 t), raising per‑employee emissions to 5.6 t CO₂e. In response, MTG plans greener travel options, country‑specific green‑action lists, 80 % employee training in “green thinking,” and supplier CO₂ assessments to meet the 5 % per‑employee reduction target. The report thus captures a global, multi‑segment (broadcasting, digital, philanthropy, sports) snapshot of MTG’s 2010 responsibility performance and its forward‑looking commitments through
In 2013 the media group embedded sustainability within its core strategy, aligning business growth with responsible practices and earning inclusion in the Dow Jones Sustainability Europe Index and FTSE 4Good. Financially, the company generated €14.1 billion in net sales and €1.9 billion in operating profit while employing 3,361 staff and expanding into new European markets through the launch of its digital platform MTGx. Its corporate‑responsibility framework is built on four pillars—media responsibility, employees and workplace, environment and community, and business ethics—each supported by concrete actions and measurable targets. Compliance and societal impact were central to operations. A dedicated “C‑Team” ensured that broadcast and on‑demand content met EU, UK (Ofcom, ASA) and local regulations, with 85 % of programming already adapted for regional standards. The group leveraged its TV, radio and digital assets for charitable campaigns, delivering more than €4.3 million in media‑time value for Typhoon Haiyan relief, €438 k for the “Angels over Latvia” tour, €115 k for a Lithuanian zoo‑elephant project, and additional support for health, education and wildlife initiatives across Ghana, Estonia, Sweden, Bulgaria and other markets. Environmental performance improved markedly. The new London headquarters attained a BREEAM “Excellent” rating and installed roof‑mounted solar panels that now supply the majority of its electricity, producing a quantifiable reduction in CO₂ emissions. The company’s CDP climate‑change score rose to 88, reflecting stronger governance and disclosure. A materiality analysis highlighted data integrity, privacy and child‑online‑safety as top concerns, prompting new internal policies, anti‑corruption training completed by all staff, and an updated Code of Conduct with 78 % e‑learning uptake. Gender equity showed progress
The 2009 Modern Responsibility Report presents Modern Times Group’s (MTG) effort to embed corporate responsibility across its broadcasting and media operations while navigating the aftermath of the 2008‑09 financial crisis. The report’s thesis is that a structured, multi‑pillar responsibility programme can coexist with commercial growth, even as the group expands its channel portfolio and geographic reach. In 2009 MTG recorded net sales of SEK 14.2 billion and launched three new channels—TV3 Puls, Prima COOL and Viasat Hockey—while completing a major restructuring of its Bulgarian assets. Despite revenue growth, operating income fell to a loss of SEK 1.4 billion and basic earnings per share turned negative at ‑30.86 SEK. The responsibility framework, introduced in 2004, is now governed by the CEO, board directors, a central committee and local “Green Ambassadors,” with KPIs, internal audits and external consultancy guiding progress. Targets for 2010 include broader KPI coverage, reduced carbon emissions and enhanced stakeholder communication across business, broadcast‑marketing, colleague and community dimensions. Employee engagement proved strong: 86 % of the 2,906 staff across 38 national markets completed the annual survey, 88 % expressed enthusiasm for their work and 90 % embraced the company’s three lead words. Gender balance approached parity overall (52 % male, 48 % female) though managerial levels remained skewed (63 % male, 37 % female). Internal recruitment accounted for 40 % of hires. The carbon footprint for 2009 amounted to roughly 13 000 t CO₂e across 19 countries, split evenly between facilities and office‑supply material use, with an intensity of 4.2 t CO₂e per employee (0.9 t per MSEK turnover). ISO 14001 certification for the Swedish radio division and energy‑efficient headquarters illustrate concrete mitigation steps. Partnerships with WWF and Sweden’s BLICC, together with expanded carbon‑footprint audits, underscore MTG’s commitment to environmental stewardship within the
Modern Times Group positioned 2014 as a year of deepening corporate responsibility, linking its expanding digital portfolio to heightened standards in data‑privacy, child protection, freedom of expression and sanctions compliance. The narrative underscores a strategic shift toward embedding ethical, anti‑corruption and sustainability practices across a globally dispersed media operation. Financially, the company recorded net sales of SEK 16.7 billion, up from SEK 13.3 billion in 2012, while operating income contracted, reflecting investment in new digital initiatives. Governance was reinforced through a dedicated corporate‑responsibility advisory group, multiple board committees and local representatives, ensuring that compliance mechanisms permeated all levels of the organization. A UN‑Global Compact‑aligned system saw 787 employees endorse an anti‑bribery policy, the launch of a sanctions‑risk register and an Interpol‑backed anti‑piracy project, alongside comprehensive updates to data‑protection protocols. The workforce grew to 4,186 full‑time equivalents, achieving an 84 % appraisal completion rate and a zero‑fatality safety record, with work‑related accidents falling from ten to six. Diversity expanded to 44 nationalities and the gender‑pay gap narrowed to women earning 75