- To inspire media professionals to take up the challenges of promoting positive values in their enterprises and of ending negativity in media coverage;
- To encourage media responsibility in promoting religious harmony, national character, unity and integration, and in protecting the interests of the weak, victimised and voiceless millions;
- To discourage media malpractices triggered by mis-information, biased news casting, invasion of privacy, indulgence in sensationalism and yellow journalism, and giving undue coverage to violence, obscenity and vulgarity.