Multiple Sclerosis Society of Canada

Multiple Sclerosis Society of Canada
Astral Media Inc.
TSX : ACM.A
TSX : ACM.B

Astral Media Inc.
endMS.ca

endMS.ca

September 17, 2008 09:46 ET

$3 Million-Astral Media Raises Its Commitment to End MS

Integrated television, radio, outdoor and Internet campaign provides unprecedented exposure to MS Society

MONTREAL, QUEBEC--(Marketwire - Sept. 17, 2008) - Astral Media Inc. (TSX:ACM.A)(TSX:ACM.B) today announced that it will donate an additional $2 million worth of advertising space to the Multiple Sclerosis Society of Canada. This amount is added to the original $1 million commitment made earlier this year and gives the MS Society a unique coast-to-coast platform to raise awareness of one of the most common neurological diseases affecting young Canadians.

"Witnessing the enthusiasm and support that our initial announcement generated amongst our employees, clients and partners, Astral Media is delighted to further its commitment to the MS Society of Canada," said Ian Greenberg, president and chief executive officer of Astral Media Inc. "Everybody knows someone who is affected by this devastating disease, which affects so many Canadian men, women and children. By offering this national visibility across our television, radio, outdoor advertising and interactive media platforms, we hope to help the MS Society achieve its fundraising objective, and in turn encourage MS researchers to find the cause and cure to end MS".

The exposure is unprecedented in the MS Society's 60-year history. The MS Society is using Astral Media's platforms to promote its $60 million endMS research fundraising campaign. The ads direct consumers to www.endMS.ca, a micro-site of the MS Society's corporate website, www.mssociety.ca.

"The significance of our partnership with Astral Media cannot be overstated," says Yves Savoie, president and chief executive officer of the MS Society of Canada. "The cross-country exposure we've received to date has put the organization firmly in the national spotlight. It has generated tremendous excitement among our supporters, volunteers and staff. The tripling of the original commitment to $3 million will fuel even more support for our vision to end multiple sclerosis."

The ad campaign launched in July on Astral Media's national network of 83 radio stations and more than 10 English- and French-language television networks. The campaign is also featured on outdoor media across Ontario and Quebec, as well as on a large number of Astral Media's 70 websites.

- View the endMS television spot: http://endms.ca/astral/endms_psa.html

- Listen to the endMS radio spot.: http://endms.ca/astral/endms_radio.html

- View endMS web ads: http://endms.ca/astral/endms_ad.html

- View endMS outdoor ads: http://www.flickr.com/photos/28406606%40N06/2649786193/

The endMS campaign is the MS Society of Canada's first capital campaign. Funds raised will be used to fund research activities and to establish Canada as the premier destination in the world in which to train for and pursue a career in MS research. The goal of the endMS campaign is to increase the pace of discovery so that a cure for MS can be found in the shortest possible time.

About multiple sclerosis and the Multiple Sclerosis Society of Canada

Multiple sclerosis is a chronic, often disabling disease of the brain and spinal cord. It is the most common neurological disease of young adults in Canada. Most people with MS are diagnosed between the ages of 15 and 40, and the unpredictable effects of MS last for the rest of their lives. The MS Society provides services to people with MS and their families and funds research to find the cause and cure for this disease. Please visit www.mssociety.ca or call 1-800-268-7582 to make a donation or for more information.

About Astral Media

Astral Media is one of Canada's leading media companies, active in specialty and pay television, radio, outdoor advertising and iMedia. Astral Media's solid and dynamic presence in the country's major markets rests on its commitment to offer a unique combination of high-quality, targeted media for all its audiences. To learn more, visit www.astralmedia.com.

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