Incepted in June 1984, Sistem Televisyen Malaysia Bhd, or TV3, is Malaysia's first, free-to-air television network that has maintained its leadership position in its 21 years of operations. Currently headed by its Chief Executive Officer, Dato' Farid Ridzuan, TV3 delivers bold and best-of-breed programming to viewers of all market segments. The network reaches 4.5 million households and 21 million viewers all over Malaysia. TV3 focuses towards its viewers and advertisers, a strategy that has proven a phenomenal success. The station's strong branding is based on its effective corporate branding and programming strategy shaped by in-depth research and profiling of five key viewer segments - Mass Market, Women, Chinese, Kids and Teens and Professionals, Managers, Entrepreneurs and Businessmen (PMEB). The station also reinforces its brand awareness through various on-air and on-ground events, such as the successful "Sure Heboh". TV3 is wholly-owned by Media Prima Berhad, one of the largest media network catalysts in Asia, passionate in building local, regional and global reputation throughout every level of its business.