Kuala Lumpur- The Asia-Pacific Broadcasting Union (ABU) has launched the ABU-Media Awareness Exchange (MAE), a monthly satellite delivery mechanism of pro-social content to regional broadcasters and as content for distribution via the Internet. The MAE aims to enable regional and national terrestrial broadcasters to provide audiences with “constructive” content targeted at addressing social, health and environmental issues including poverty, pandemic flu, climate change and disasters. Francyne Harrigan, Development Projects Manager at the ABU, hopes a regular content stream on social issues can bring about positive social change in Asia Pacific countries. As a start, the ABU-MAE is partnering with the Global Media AIDS Initiative (GMAI) on a year-long collaboration to expand the reach of AIDS content in Asia Pacific. Content distribution is being expanded on the MAE website to provide ‘toolkits’ to broadcasters who wish to obtain scripts, creatives and footage to be adapted for use in their locally-produced, culturally- and linguistically-relevant productions.