$3 million - Astral Media raises its commitment to end MS

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

    MONTREAL, Sept. 17 /CNW Telbec/ - Astral Media Inc. (TSX: ACM.A/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
Québec, 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.:
    - View endMS web ads: http://endms.ca/astral/endms_ad.html
    - View endMS outdoor ads:

    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

    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.

For further information:

For further information: Stewart Wong, MS Society of Canada, (416)
967-3025, Stewart.wong@mssociety.ca; Hugues Mousseau, Astral Media Inc., (514)
939-5000, hmousseau@corp.astral.com

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