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← The Media Trust

2025-03-31-accounts

The Media Trust (A charitable company limited by guarantee)

Report and Financial Statements For the Year Ended 31 March 2025

Company number: 02895790 Charity number: 1042733

The Media Trust Contents

Contents

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||| |---|---| |Reference and administrative information .............................................................................................. 3| |Trustees’ Annual Report|......................................................................................................................... 4| |Independent Auditor’s Report to the Trustees’|of The Media Trust......................................................... 21| |Statement of Financial Activities for the year ended 31 March 2025 ....................................................... 25| |Balance Sheet as at 31 March 2025....................................................................................................... 26| |Statement of Cash flows for 31 March 2025 .......................................................................................... 27| |Notes forming part of the Financial Statements for the Year ended 31 March 2025............................ 28-39|

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The Media Trust Trustees’ Annual Report for the year ended 31 March 2025

Reference and administrative information

Charity Details: The Media Trust, also known as Media Trust Charity name: Registered Charity number: 1042733 Country of Registration: England and Wales Registered Company number 2895790 Country of Incorporation: United Kingdom Registered office: c/o Sayer Vincent LLP, 110 Golden Ln, London EC1Y 0TG Website: www.mediatrust.org LinkedIn: media-trust YouTube: MediaTrustUK Facebook: MediaTrustCharity Twitter: Media_Trust Trustees: Kamal Ahmed Dawn Beresford Appointed on 14 May 2025 David Black Ed Couchman Paul Coxhill Appointed on 24 September 2025 Ete Davies (Vice Chair) Appointed Vice-Chair on 23 May 2024 Satyen Dayal Ian Edwards (Chair) Appointed Chair on 23 May 2024 Mel Exon (Vice-Chair) Appointed Vice-Chair on 23 May 2024 Caroline Levy Appointed on 24 September 2024 Tove Okunniwa Retired on 18 March 2025 Claudia Osei-Nsafoah Appointed on 2 February 2023 Lisa Rousseau Appointed on 24 September 2024 Phil Smith Appointed on 24 September 2024 Philip Thomas Retired on 24 September 2025 Sam Tomlinson

Chief Executive:

Su-Mei Thompson

Independent Auditor:

Sayer Vincent LLP, 110 Golden Lane, London, EC1Y 0TG

Bankers:

Co-operative Bank, 1 Islington High Street, London, N1 9TR

Lawyers:

Keystone Law 48 Chancery Ln, London WC2A 1JF

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The Media Trust Trustees’ Annual Report for the year ended 31 March 2025

Chair’s Foreword

The work Media Trust does is more vital than ever. Starting from the premise that it’s when everyone has an equal voice that we’ll get to a more equal society, our work empowers charities, advances representation and forges critical connections between civil society and the media.

In 2025, charities continue to operate under intense pressure. Media Trust remains committed to building the digital skills and communications confidence of charities, particularly smaller organisations working at the sharpest edges of social need. Whether it’s helping them to shape their messaging, reach new audiences, build cre dibility or financial support, we’re here, backed by an incredible community of media professionals who volunteer their skills and time.

Over the past year, we supported over 4,400 charities working across areas like employment opportunity, refugee support, violence against women and girls and mental health.

We also trained almost 400 people through our under-represented talent programmes, helping them build the skills to pursue careers in media and the creative industries, and help the industry create a pipeline of talent. This included personalised mentoring with industry leaders, immersive work experience placements, and workplace inclusion training for both professionals and employers. By equipping talent with the confidence and connections to thrive, and supporting employers to foster inclusive environment s, we’re helping to drive long-term change across the industry.

None of this would be possible without our media partners and volunteers. In 2025 alone, 1,400 professionals stepped up as mentors, trainers, speakers and filmmakers, donating 17,000 hours of their time. Their generosity is the engine behind our impact.

I want to thank our partners for continuing to believe in the power of media to change lives. And I’d like to thank our brilliant CEO, Su-Mei Thompson, and her dedicated team, whose work and impact punch well above our size.

We’re proud of what we’ve achieved together, but there’s still much more to do. If you’re inspired by what you read in this report and want to support our work, we’d love to hear from you.

Ian Edwards Media Trust Board Chair

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The Media Trust

Trustees’ Annual Report for the year ended 31 March 2025

OBJECTIVES & ACTIVITIES

The Trustees present their annual report and the audited financial statements of the charity for the year ended 31 March 2025. Reference and administrative information set out on page 1 forms part of this report. The financial statements comply with current statutory requirements, the memorandum and articles of association, the requirements of a directors’ report as required under company law, and the Statement of Recommended Practice - Accounting and Reporting by Charities: SORP applicable to charities preparing their accounts in accordance with FRS 102.

Our charitable objects

The objects, for which Media Trust was established, as set out in our Memorandum of Association, are:

Our vision and mission

At Media Trust, we believe when everyone has an equal voice, we’ll get to a more equal society. That’s why we connect media organisations with charities and under-represented talent to empower the third sector and advance media representation.

We design and deliver innovative and impactful training for charities so they can communicate more effectively to support their communities and drive social change. We also match charities with media industry volunteers for hands-on support. At the same time, we provide under-represented talent with the skills, access and mentoring to progress their careers in the media and creative sectors.

Our values

Our vision and mission are at the heart of all we do. We work to achieve these by:

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The Media Trust

Trustees’ Annual Report for the year ended 31 March 2025

Public Benefit Statement

The Trustees confirm that they have complied with the duty in section 17 of the Charities Act 2011 to have due regard to the Charity Commission’s general guidance on public benefit, ‘Charities and Public Benefit’.

Media Trust delivers public benefit by delivering free and low-cost media and communications training, mentoring and pro bono support to enable charities, under-represented communities, and young people across the UK to have a stronger voice, access new and different audiences, enhance their media and communications skills, and create positive change in their lives and communities.

The charity also receives grant funding and contracts to provide free or low-cost media and communications advice, training and resources to small charities and marginalised communities to enable them to deliver more effectively their own charitable purposes, particularly with respect to disadvantaged and under-represented individuals and groups.

Significant Activities and Achievements During the Year

This section of the report summarises our significant activities and achievements for 2024/2025 and the progress we made against our main objectives, namely:

The current context

Looking back on 2024, and the turbulent global outlook as we entered 2025, Media Trust’s work feels more critical than ever. As an election year, 2024 brought both uncertainty and opportunity. We saw an even greater need for charities to have strong communication skills and the ability to navigate an increasingly complex media landscape.

We’ve also seen growing concern around rising anti -EDI rhetoric and the loosening of content safeguards on digital platforms. Like many organisations working with marginalised communities, we’re closely watching how these trends may affect our sector. Yet, we’ve also been heartened by the strong push from UK media and creative industry leaders to champion equity, diversity and inclusion, and their recognition of the media’s power to shape culture and drive positive change.

These developments only underscore why Media Trust’s work is so vital. Our work supports charities, advances representation, and creates meaningful connections between the media and civil society. 2025 has begun with

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Trustees’ Annual Report for the year ended 31 March 2025

real anxiety for many. But that only strengthens our commitment to building a more equal and connected society.

Over the past 12 months, all our teams have been working hard to deliver multiple parallel programmes:

Empowering Charities

Stronger Voices

We launched Year 6 of Stronger Voices in July 2024, supporting 20 London-based equality organisations to strengthen their strategic communications ahead of the general election. Backed by a new five-year grant from City Bridge Foundation, we expanded the programme to include a wider range of grassroots and community-led groups. Participants received expert training and mentoring from partners including BBC, Equally Ours and Kinesso, with 71 volunteers offering pro bono support. Highlights included a standout masterclass by Joseph Harker, The Guardian, and a speed pitching session with national journalists, all designed to help organisations drive systemic change through stronger messaging.

Weston Communicating Climate

Year 4 of Communicating Climate launched in April 2024, supporting 20 climate and environmental organisations at a moment of growing urgency around climate justice and biodiversity loss. Powered by MG OMD, the programme delivered five expert-led workshops on framing, audience segmentation, social media, campaign strategy and inclusive storytelling, plus four messaging clinics with specialists at Heard.

In June, MG OMD mobilised more than 160 volunteer media professionals for a Challenge Day, offering oneto-one advice and securing prime advertising space on The Screen in Canary Wharf for a participating charity. A targeted media-training session with the Goodwork Foundation prepared organisations for press opportunities.

To widen impact, we ran two open masterclasses, behaviour change for climate action with MG OMD, and advertising tactics for new audiences with Purpose Disruptors, attended by 175 additional organisations.

By the programme’s close, participants reported greater confidence, sharper strategies and new creative assets, equipping them to shift public discourse and accelerate climate action nationwide.

Digital Communications

TikTok’s rapid rise has left many charities struggling to adapt, so Media Trust partnered with TikTok to launch the TikTok Charity Academy, equipping charities with the confidence and skills to communicate, campaign and fundraise on the platform.

Following a lively launch event at TikTok’s London office, we trained 100 charities through a three -week Bootcamp, covering strategy, content creation, fundraising and analytics. Participants benefited from smallgroup Watch Parties with TikTok mentors, helping them post content early and track progress.

An additional 236 charities joined our sector-wide masterclass, with follow-up toolkits ensuring long-term learning and impact across the charity sector.

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Trustees’ Annual Report for the year ended 31 March 2025

With funding support from Marketing Trust, between January and March 2025, we supported 412 charities across the UK, via online and in person training sessions, to strengthen their digital marketing capabilities through our Digital Marketing Strategy programme.

Media Trust Films

T his year, we produced 43 powerful short films for charities supported by Crucible Foundation, John Lyon’s Charity, the Mercers’ Company and Santander Foundations.

Participating charities included Give A Book, whose film showcased the experiences of prisoners engaging with books and stories, Safe, who worked on a powerful film addressing the damaging effects of delays in the criminal justice system for female victims of sexual violence, and Transform Drug Policy Foundation, whose film spotlights the damaging misconceptions that allow the UK's failing drug laws to persist.

Our films for the Crucible Foundation focused on charities working within the criminal justice sector. To maximise the impact of the initiative, we collaborated with the Criminal Justice Alliance who supported on advising and promoting the films. We held a joint film screening and panel discussion at Warner Bros. Discovery, featuring criminal justice experts and reporters. We also hosted a screening for the Mercers’ Company to showcase their grantees’ films and the filmmakers’ work.

Since launching in Autumn 2024, our films have received recognition at the Arrows, Creative Circle Awards, Big Syn Sustainability Film Awards, and Third Sector Awards, with a record 19 nominations for the Smiley Charity Film Awards resulting in 7 gongs.

Funder Plus services

Between April 2024 and March 2025, Media Trust supported London youth charities through our Capacity Support Programme with John Lyon’s Charity, delivering 568 hours of tailored training, mentoring, and oneto-one strategy support. A new cohort of 20 charities joined the 2025 programme, continuing to build skills, confidence, and communications impact.

Advancing Representation

Havas: Boost Initiative

In 2024, Media Trust teamed up with Havas, as part of their Havas: Boost initiative, to launch an online mentoring programme aimed at supporting people from low socioeconomic backgrounds in the Northwest of England to access the media and advertising industries. The programme offered participants hand-matched, one-to-one mentoring with senior professionals in the sector; group mentoring sessions to foster peer support and shared learning; and tailored support to develop a practical project and start building their portfolio.

Amazon Ads

Also in 2024, Media Trust partnered with Amazon Ads to deliver a free mentoring programme for people from low socioeconomic backgrounds who received one-to-one mentoring, group mentoring, and a week of paid work experience at Amazon Ads. The work experience supported mentees to improve their skills and understanding of workplace culture, CV building and interviews, different departments, and how to respond

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The Media Trust Trustees’ Annual Report for the year ended 31 March 2025

to a live client brief and pitch ideas to a panel of Amazon Ads experts. They also received leadership tips from Phil Christer, MD of Amazon Ads UK.

We also delivered training for 25 People and Operational Change leaders within Amazon Ads on social mobility in advertising and how to improve representation of people from low socioeconomic backgrounds in the advertising sector.

Leo Burnett: Reframing Disability Mentoring

In 2024, Media Trust launched Reframing Disability, a mentoring programme in partnership with Leo Burnett, to support disabled and neurodivergent talent in the creative industries. Over six months, mentees received one-to-one mentoring from senior agency leaders, peer support, workshops and tailored career advice. The programme created space for honest conversations, built professional confidence, and led to tangible career — opportunities including one participant securing a role at the agency.

ScreenSkills HETV: Building Your Career Portfolio

With support from the ScreenSkills High-End TV Skills Fund, Media Trust launched a training programme to help 21 mid-career freelance professionals transition into high-end television. Activities included panels, training, group mentoring and networking, with input from leading HETV producers and studios. The programme helped participants reposition their skills, understand production pathways, and build their networks — opening doors into an often-inaccessible part of the industry.

Making it in Media

In partnership with The King’s Trust, Media Trust delivered another successful cycle of Making it in Media, supporting young people not in education, employment or training. Participants developed practical skills in TV production, from filming and editing to pitching and public speaking. The programme offered industry insight and hands-on learning, and concluded with a final showcase, giving participants a platform to demonstrate their creative and technical skills.

Reframe the Game

Media Trust joined Warner Bros. Discovery Access to deliver Reframe the Game, supporting women filmmakers to tell stories from across women’s sport. Ten participants received tailored training in pitching and working with contributors. Three finalists went on to produce short documentaries, which will air on TNT — Sports in 2025 providing a platform for new creative voices and helping to shift representation in sports media.

Black Britain Unspoken

In partnership with Warner Bros. Discovery Access, Media Trust delivered the third season of Black Britain Unspoken , a programme that supports emerging Black British filmmakers from pitch to production. Since its launch in 2022, BBU has grown in reach and quality, with over 300 applications received in 2024. Ten filmmakers were shortlisted and took part in a pre-pitch workshop before presenting their ideas to senior commissioners and judges.

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Trustees’ Annual Report for the year ended 31 March 2025

Media Trust delivered a tailored training week during pre-production, covering essential documentary and storytelling skills, and supported filmmakers in developing their release strategies.

Three winning pitches were commissioned for production with Wall to Wall, premiered at a Bounce Cinema screening, and released on discovery+ during Black History Month.

This year’s winners— Lauren Gee, Joladé Olusanya, and Donell Atkinson-Johnson — have since secured further industry opportunities, underlining BBU’s success as a launchpad for Black creative talent and its impact on diversifying the UK media landscape.

Building Partnerships

Volunteering

Media Trust’s flagship Volunteering Programme, supported by the Garfield Weston Foundation, connects – skilled media professionals with charities in need of pro bono communications support. In 2024 25, we facilitated over 1,800 matches, connecting 1,051 volunteers with 1,398 charities working on gender equality, climate action, mental health, and more.

A major milestone this year was the launch of our enhanced online volunteer platform, designed to match volunteers and charities more efficiently based on skills and needs. The platform received overwhelmingly positive feedback for its intuitive user experience and powerful matching capabilities.

We also marked International Women’s Day 2025 with our ninth Women’s Voices event, connecting 15 charities supporting women and girls with over 100 media volunteers from Google, Meta, BBC and more. Highlights included a keynote from Bloody Good Period founder Gabby Jahanshahi-Edlin and focused campaign sessions that helped charities strengthen their impact on issues including domestic abuse, kinship care and menstrual equity.

News UK Speed Pitching

In partnership with News UK, Media Trust delivered five speed pitching events designed to elevate the voices of charities representing women and girls, LGBTQIA+ communities, South Asian, Black and Disabled communities. Across the series, 40 charities worked directly with 42 News UK journalists. Each event included expert-led media training, in-person masterclasses, and fast-paced pitching sessions where charities refined their messaging and built valuable press relationships. The initiative created new pathways into mainstream media, giving charities the tools and confidence to tell their stories while giving journalists greater access to grassroots voices and lived experience.

Edelman Drop-In Clinics

Through a series of monthly drop-in clinics, Media Trust and Edelman provided 176 charities with one-to-one, real-time support on their most pressing communications challenges. Delivered by 26 Edelman volunteers, the sessions covered everything from framing narratives to audience engagement, AI tools, and responding to political change. Charities benefitted from tailored advice they could put into practice straight away, with many from smaller organisations reporting a boost in their confidence and skills. The clinics also offered a

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The Media Trust Trustees’ Annual Report for the year ended 31 March 2025

collaborative space for peer learning and practical insight into how charities can be more strategic and impactful in today’s fast -moving media environment.

KPIs

Media Trust uses a set of KPIs to assess our impact, which are reviewed by the Senior Management Team and Board on an ongoing basis. Alongside this, more detailed performance and impact measurement is carried out on individual projects, based on an outcomes framework of the impact we aim to effect. This includes conducting pre- and post- interviews and surveys with charities and volunteers to gather evidence of the impact we are having.

Overall, in the past year, Media Trust has:

Our people and our infrastructure

Our small and dynamic team of 30 staff come from across the charity and business sectors, bringing a strong mix of experience and knowledge to support our work. There is a close and collaborative team culture, and we take collective pride in the quality of our programmes and how we are empowering individuals and communities to tell their own stories.

Over the past year, our board of trustees saw one trustee retirement (Tove Okunniwa). We are extremely grateful to Tove for her invaluable guidance and support.

After serving as Board Chair for over three years, Philip Thomas stepped down in May 2024 and was succeeded by Ian Edwards. We were pleased that Philip chose to remain on the Board as a trustee, helping to ensure leadership continuity alongside Ian, who brought valuable experience as an existing trustee. At the same time, Ete Davies and Mel Exon were elected Vice-Chairs. Due to other commitments, Philip will retire fully from the Board in September 2025. At that time, we look forward to welcoming new trustee Paul Coxhill, Chief Operating Officer of LIONS and President of the LIONS Intelligence digital and learning businesses.

In 2024, we launched an active recruitment drive to broaden the Board’s perspectives and expertise, enhancing its existing skills and experience. We were pleased to welcome three new trustees in September: Caroline Levy, a BAFTA-nominated drama producer; Lisa Rousseau, Head of Prime Video Advertising, Europe at Amazon; and Phil Smith, Director General of ISBA, the voice of British advertisers. In May 2025, we were also delighted to appoint Dawn Beresford, Director of Talent and Skills at BBC Commissioning, representing our longstanding Corporate Partnership.

Media Trust is committed to diversity and inclusion and to being an equal opportunities employer.

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Trustees’ Annual Report for the year ended 31 March 2025

Future Developments

Media Trust believes we have a huge opportunity to capitalise on our unique position as a connecting force between the advertising, media, creative and technology sectors on the one hand and on the other hand, charities, local communities and young people.

With the guidance and insights of both the long-standing and new trustees on our board, as well as the wealth of knowledge from the advisory groups that support each of our main programmes, we continue to learn, evolve and forge even closer ties with our industry partners and the funders, charities and young people we work with.

In 2025- 26, Media Trust is focusing on three key priorities. First, we’re launching an AI skills training pilot with NCVO, funded by CPI and the Google.org AI Opportunity Fund, to equip charities and under-represented creative talent with essential AI knowledge, while also addressing the risk of an AI adoption gap and promoting ethical, inclusive AI use. Second, we’re developing a new programme to strengthen charities’ ability to counter misinformation and disinformation through fact-checking skills, trusted data sources and AI-powered tools. Finally, we’re expanding our climate communications work through a major new partnership to ensure those most affected by climate change, including disabled people, ethnic minority communities and low-income groups, can shape the narrative and influence policy.

REVIEW OF FINANCIAL POSITION

Overview Restricted Income

`For FY 24/25, our restricted reserves are £597k (compared to £410k in FY 23/24). The net movement of restricted funds of £187k (increase) is due to new restricted funding.

Unrestricted Income

Our unrestricted funds are made up of our unrestricted reserves and designated funds. We have increased our unrestricted reserves by £4k to £304k (compared with £300k in FY 23/24).

Our designated funds have decreased from £9k to £0k. The designated funds in FY 24/25 were fully spent as per their purpose.

Overall recognised income was £1.896m, an increase of £360k from FY 23/24. This was in line with our expected increase in order for Media Trust to continue to deliver our charity objectives.

Income Summary

Support from the media industry increased from £459k in FY 23/24 to £540k in FY 24/25. With the first fundraising events since COVID. We continued to see success in our strategy to diversify beyond the corporate partner membership fee and fundraising model. We saw an increase in Gifts in Kind from £10k to £30k.

The number of corporate partners in FY 24/25 decreased to 16, compared with 18 in FY 23/24.

Recognised income from Charitable Activities increased to £1.346m in FY 24/25 from £1.068m in FY 23/24

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Trustees’ Annual Report for the year ended 31 March 2025

Expenditure Summary

Costs increased by £131k (£1.713m in FY 24/25 vs £1.582m in FY 23/24). This reflects the delivery of programmes throughout the year, for both new funding initiatives as well as those from restricted reserves. Overall support costs increased from £397k in FY 23/24 to £495k in FY 24/25.

Reserves

Media Trust carried forward total funds of £901k at 31 March 2025 (vs £718k at the same point last year). This represents a net movement of funds of £183k. Unrestricted reserves comprised £304k (£309k in FY23/24). This represents a net deficit movement of funds of (£5k).

Going forward, we will continue to carefully monitor actual and forecast income and expenditure and continue to seek cost efficiencies where possible.

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Trustees’ Annual Report for the year ended 31 March 2025

Principal funding sources

Media Trust receives grants and contracts from a range of charitable trusts and foundations, public and corporate sector bodies, to fund specific activities to further our charitable objectives. We are very grateful to our main supporters over the past year:

Amazon City Bridge Foundation Crucible Foundation Warner Bros Discovery Garfield Weston Foundation Google.org Edelman John Lyon’s Charity King’s Trust Leo Burnett Marketing Trust News UK Santander Foundation ScreenSkills and the BFI The Mercers’ Company Tik Tok

Additionally, we receive corporate membership, sponsorship, ad inventory and ad credit contributions from our media industry corporate partners

We were extremely proud to work alongside the following 16 corporate partners in the year up to 31 March 2025: Ascential Meta Bloomberg MG OMD Channel 4 Ogilvy Dentsu People’s Postcode Lottery Discovery PHD Edelman Sky Google WPP Havas Yahoo ~~=>~~ Media Trust is continuing to focus on diversifying our income mix by continuing to grow our revenue from the media industry and to reduce our reliance on grants. We have already had some success in securing donations of advertising inventory from media platforms that we have been able to convert into cash through partnerships with MG OMD and Havas. We have also seen the growth of delivering specific program activity for corporate partners.

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The Media Trust Trustees’ Annual Report for the year ended 31 March 2025

Although we sometimes charge charities for training, our hope is to be able to persuade more funders to pay for charities to benefit from Media Trust training and tap our film-making and other services.

We do not use professional fundraisers. Other commercial organisations are only involved as partner organisations fundraising from their own staff or encouraging their staff to fundraise on our behalf on a personal level.

We have undertaken to comply with the latest fundraising guidelines from the Fundraising Regulator and the Charity Commission, including the Code of Fundraising Practice for the UK. In the year to 31 March 2025 we received no complaints in relation to our fundraising activities. Where people or organisations raise funds on our behalf, we require that they also comply with these standards. The Trustees are of the view that during the year to 31 March 2025 we have been compliant with these standards. We are not aware of any instances where those acting on our behalf have failed to comply.

In order to protect vulnerable people and other members of the public, Media Trust is careful to protect the private data of supporters, and we give them clear options to stop being contacted by us. As part of our compliance with the Code of Fundraising Practice, we ensure our approach to fundraising is not unreasonably intrusive or persistent and does not aim to solicit donations by pressurising potential supporters.

Investment policy

Apart from retaining a prudent amount in reserves each year, most of the charity’s funds are to be spent in the shortterm, so there are few funds for long-term investment. Having considered the options available, the Trustees have decided to invest excess cash balances in interest bearing deposit accounts with an ethical bank.

Reserves policy

Media Trust’s risk and reserves policies are inter -dependent. Our risk management processes help identify where we might need reserves.

Reserves are currently maintained at a level that enables the organisation to manage operational financial risks and short-term income volatility, ensuing financial commitments can be met as they fall due.

For these purposes, reserves are unrestricted funds which are freely available to be spent on any of the charity’s purposes and exclude funds which are ring -fenced for specific programmes.

At current levels of activity, the Trustees believe in order to mitigate against risks of significant variations in income and to be able to bridge short-term shortfalls in working capital, target reserves should be £300k (approximately four and a half months of core salaries and overhead costs).

As at 31 March 2025, unrestricted reserves were on target at £304k. The Trustees are considering ways of reducing the charity’s dependence on volatile forms of income and securing more reliable funding streams which has, for example, resulted in the charity applying for more multi-year grant funding. The Trustees review the policy and progress towards meeting the target level of reserves annually and the Finance & Audit Committee meets quarterly to ensure income and expenditure targets are being met in order to reach this goal in future.

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The Media Trust Trustees’ Annual Report for the year ended 31 March 2025

Risk management

The Board of Trustees is responsible for overseeing the charity’s risk management activities. Detailed consideration of risk is delegated to the Finance and Audit Committee, which is assisted by the charity’s Senior Management Team in continually reviewing this matter and reporting thereon to the Board.

Trustees review the risks to which the organisation is exposed throughout the year, both at the Finance and Audit Committee and again at full Board meetings. A risk register is regularly reviewed by management and Trustees and updated as appropriate. The risks cover all potential threats to the business including financial, legal, operational, governance and reputational. Mitigating strategies and/or contingency plans, controls and actions are in place for these, and other risks identified.

The Finance and Audit Committee meets ahead of each Board meeting, to assess our financial position and review the principal risks and uncertainties facing the organisation. The Committee continues to work closely with the senior management team to review and agree steps to mitigate any risks.

The key risks that were identified and the steps being taken to mitigate them are as follows:

– Financial sustainability The main risk of not delivering on forecast has been mitigated, on advice of the FAC, to build a more conservative forecast for FY 2025/26. By increasing the amount of specific programme activity for Corporate Partners we hope to achieve longer-term relationships and renewals. At the same time, the charity will continue to exercise tight cost controls.

Staff Retention – As with many other small charities, our programme staff are generally on fixed term contracts contiguous with grant funding. We are applying for more longer-term grant funding to provide our staff with greater financial stability. We have also focused on increasing the salaries of those at the lowest end of the pay scale.

– Organisation-wide collaboration and engagement We continue to be remote first and get incredibly good feedback on flexible working at MT but need to ensure we support any staff who feel disconnected working from home and that we are still collaborating and making the most of face to face opportunities. We have monthly in person all staff meetings, a health and wellbeing committee, Flexible working, TOIL and remote first policies produced in conjunction with the Health and Well Being Committee, Monthly stipend for staff working from remote locations and staff listening surveys.

Board Composition - Ensuring we have the appropriate skills, experience and diversity amongst our board, in line with best practice and the needs of our charity. Where there are gaps, we will have a formal, rolling plan in place to address them.

Safeguarding - We have a dedicated board Trustee for Safeguarding and this is a standing point on all board agendas. All Trustees have been provided with training on safeguarding.

Fraud - Our anti-fraud financial procedures have also been recently reviewed by the Chair of our Finance and Audit Committee and discussed by the board.

Through the risk management process established for the charity, the Trustees are satisfied that the major

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Trustees’ Annual Report for the year ended 31 March 2025

risks have been identified and processes for addressing them have been implemented. It is recognised that any control systems can only provide reasonable but not absolute assurance that major risks have been adequately managed.

Going concern

Having reviewed the strategic risks facing the charity, the forecasts for the period to 31 October 2026, and the cash and investments committed and forecast over the same period, the Board of Trustees considers that there are sufficient commitments and reserves held at 31 March 2025 to manage those risks successfully, despite the current uncertain economic outlook. The Trustees consider that there is a reasonable expectation that Media Trust has adequate resources to continue in operational existence for the foreseeable future.

Accordingly, they continue to adopt the ‘going concern’ basis in preparing the annual report and accounts. The Trustees are of the view that Media Trust continues to improve it position and should have sufficient financial resources for at least the twelve-month period from the date of approval of these financial statements, to enable the charity to fund its ongoing operations and to meet its commitments.

Structure, Governance and Management

Media Trust is a charitable company limited by guarantee, incorporated on 8 February 1994, and registered as a charity on 12 December 1994. The company was established under a Memorandum of Association, which established the objects and powers of the charitable company and is governed under its Articles of Association. The company has no share capital, and in the event of the company being wound up each member is required to contribute an amount not exceeding £1. The members of the Board of Trustees are the Directors of the company.

Media Trust also has a trading company, dormant trading accounts have been submitted since financial year end March 2018 for this entity.

Under the requirements of the Memorandum and Articles of Association, each year at the Annual General meeting a third of the members of the Board of Trustees retire by rotation and are eligible for re-election. The maximum number of Trustees is 15, which can be changed from time to time by ordinary resolution.

Trustees of Media Trust are invited to stand for election by the Board to ensure a range of media and charity sector skills are represented. The Trustees, from among their number, appoint the Chair and Vice Chair (if any). The Board convenes at least four times each year and there are supporting committees covering Finance, Risk and Audit, and Nominations. Additionally, this year we established Strategy and Industry Working Groups.

All Trustees give their time voluntarily and received no benefits from the charity. Any expenses reclaimed from the charity are set out in note 6 to the financial statements.

On appointment, Trustees sign a register of interests, which is renewed annually. Trustees’ induction and ongoing involvement includes visits to the projects and activities delivered by the charity, engagement with beneficiaries, and meetings with project managers, senior staff, volunteers, and stakeholders, including

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funders and corporate members.

Trustees receive regular updates, including full reports on activities, targets, impact, research and evaluation reports, and financial information, in advance of each quarterly board meeting and committee meeting. Trustees attend external meetings with fu nders, donors, and partners, as well as a range of the charity’s activities to experience the charity’s services directly and to meet with beneficiaries.

The Trustees are responsible for agreeing the overall strategy and direction of the charity. Business plans and strategic plans are discussed, agreed, amended, and revised by the Trustees at Board meetings and away days. To facilitate effective operations, the Chief Executive has delegated authority, within the terms of delegation approved by the Trustees, for the operational matters of the charity, and reports on the performance against the strategic and operational plans approved by the Board. The Board receives management accounts quarterly. The Chief Executive meets with the Chair on a regular basis.

Supporting committees and Working Groups:

Finance and Audit Committee: Sam Tomlinson (Chair), David Black and Ian Edwards. The Finance and Audit Committee meets around four times a year and reports to the full Board meeting.

Nominations and Remuneration Committee: Mel Exon (Chair), Ed Couchman, Satyen Dayal and Claudia OseiNsafoah. This committee is responsible for appointing new trustees, the Chief Executive and for advising on the recruitment and remuneration of senior staff.

Strategy Working Group: Mel Exon (Chair), Kamal Ahmed, David Black, Ete Davies, Satyen Dayal and Ian Edwards. This committee is responsible for reviewing and affirming Media Trust’s vision, mission, values and strategic priorities.

Industry Working Group:

Ed Couchman (Co-Chair), Ete Davies (Co-Chair), David Black, Ian Edwards, Phil Smith and Sam Tomlinson. This committee is responsible for optimising our corporate partnerships, identifying new prospects and exploring opportunities, including around sponsorships, events, and ad inventory donations.

Management structure

The Chief Executive has responsibility for planning and developing the strategies and services for Media Trust within an overall strategic direction agreed by the Board of Trustees. The Chief Executive has responsibility for recruitment and management of the senior staff team to ensure that Media Trust’s services and values are delivered and upheld against plans and priorities agreed by the Board. The Senior Management Team has experience in charity communications and marketing, media and advertising, youth media, finance, HR, and operations and meets on a regular basis with the Chief Executive to discuss operations and strategy.

Volunteer policy

We offer a range of volunteering opportunities both within the Media Trust team, across our services, and with charities, communities, and young people across the UK. We have a formal volunteering policy, and our

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The Media Trust Trustees’ Annual Report for the year ended 31 March 2025

programme managers are provided with training, appropriate checks and advice to maximise positive outcomes and impact for our volunteers and for the projects and people they support.

Trustees’ responsibilities

The Trustees (who are also directors of Media Trust for the purposes of company law) are responsible for preparing the T rustees’ annual report and the financial statements in accordance with applicable law and United Kingdom Accounting Standards (United Kingdom Generally Accepted Accounting Practice).

Company law requires the trustees to prepare financial statements for each financial year which give a true and fair view of the state of affairs of the charitable company and of the incoming resources and application of resources, including the income and expenditure, of the charitable company for that period. In preparing these financial statements, the trustees are required to:

The Trustees are responsible for keeping adequate accounting records that disclose with reasonable accuracy at any time the financial position of the charitable company and enable them to ensure that the financial statements comply with the Companies Act 2006. They are also responsible for safeguarding the assets of the charitable company and hence for taking reasonable steps for the prevention and detection of fraud and other irregularities.

As far as the trustees are aware:

The Trustees are responsible for the maintenance and integrity of the corporate and financial information included on the charitable company's website. Legislation in the United Kingdom governing the preparation and dissemination of financial statements may differ from legislation in other jurisdictions.

Members of the charity guarantee to contribute an amount not exceeding £1 to the assets of the charity in the event of winding up. The total number of such guarantees at Year End was 13 (2024:11). The Trustees are members of the charity, but this entitles them only to voting rights. The Trustees have no beneficial interest in the charity.

Auditor

At the last Annual General Meeting, the Trustees approved the re-appointment of Sayer Vincent as the

Page: 19

The Media Trust Trustees’ Annual Report for the year ended 31 March 2025

Charity's auditor.

A resolution for the re-appointment of Sayer Vincent will be proposed at the forthcoming Annual General Meeting.

The directors’ annual report has been prepared in accordance with the special provisions applicable to companies subject to the small companies' regime.

Approved by the Trustees on 24 September 2025 and signed On their behalf by

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SIGN
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SIGN
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______ Ian Edwards

Chair

Sam Tomlison

Head of Finance and Audit committee

Page: 20

The Media Trust

Independent Auditors' Report to the members for the year ended 31 March 2025

Opinion

We have audited the financial statements of The Media Trust (the ‘charitable company’) for the year ended 31 March 2025 which comprise the statement of financial activities, balance sheet, statement of cash flows and notes to the financial statements, including significant accounting policies. The financial reporting framework that has been applied in their preparation is applicable law and United Kingdom Accounting Standards, including FRS 102 The Financial Reporting Standard applicable in the UK and Republic of Ireland (United Kingdom Generally Accepted Accounting Practice).

In our opinion, the financial statements:

Basis for opinion

We conducted our audit in accordance with International Standards on Auditing (UK) (ISAs (UK)) and applicable law. Our responsibilities under those standards are further described in the Auditor’s responsibilities for the audit of the financial statements section of our report. We are independent of the charitable company in accordance with the ethical requirements that are relevant to our audit of the financial statements in the UK, including the FRC’s Ethical Standard and we have fulfilled our other ethic al responsibilities in accordance with these requirements. We believe that the audit evidence we have obtained is sufficient and appropriate to provide a basis for our opinion.

Conclusions relating to going concern

In auditing the financial statements, we have concluded that the trustees' use of the going concern basis of accounting in the preparation of the financial statements is appropriate.

Based on the work we have performed, we have not identified any material uncertainties relating to events or conditions that, individually or collectively, may cast significant doubt on The Media Trust’s ability to continue as a going concern for a period of at least twelve months from when the financial statements are authorised for issue.

Our responsibilities and the responsibilities of the trustees with respect to going concern are described in the relevant sections of this report.

Other Information

The other information comprises the information included in the trustees’ annual report, other than the financial statements and our auditor’s report thereon. The trustees are responsible for the other information contained within the annual report. Our opinion on the financial statements does not cover the other information and, except to the extent otherwise explicitly stated in our report, we do not express any form of assurance conclusion thereon. Our responsibility is to read the other information and, in doing so, consider whether the other information is materially inconsistent with the financial statements or our knowledge obtained in the course of the audit, or otherwise appears to be materially misstated.

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The Media Trust

Independent Auditors' Report to the members for the year ended 31 March 2025

If we identify such material inconsistencies or apparent material misstatements, we are required to determine whether this gives rise to a material misstatement in the financial statements themselves. If, based on the work we have performed, we conclude that there is a material misstatement of this other information, we are required to report that fact.

We have nothing to report in this regard.

Opinions on other matters prescribed by the Companies Act 2006

In our opinion, based on the work undertaken in the course of the audit:

Matters on which we are required to report by exception

In the light of the knowledge and understanding of the charitable company and its environment obtained in the course of the audit, we have not identified material misstatements in the trustees’ annual report . We have nothing to report in respect of the following matters in relation to which the Companies Act 2006 requires us to report to you if, in our opinion:

Responsibilities of trustees

As explained more fully in the statement of trustees’ responsibilities set out in the trustees’ annual report, the trustees (who are also the directors of the charitable company for the purposes of company law) are responsible for the preparation of the financial statements and for being satisfied that they give a true and fair view, and for such internal control as the trustees determine is necessary to enable the preparation of financial statements that are free from material misstatement, whether due to fraud or error.

In preparing the financial statements, the trustees are responsible for assessing the charitable company’s ability to continue as a going concern, disclosing, as applicable, matters related to going concern and using the going concern basis of accounting unless the trustees either intend to liquidate the charitable company or to cease operations, or have no realistic alternative but to do so.

Auditor’s responsibilities for the audit of the financial statements

Our objectives are to obtain reasonable assurance about whether the financial statements as a whole are free from material misstatement, whether due to fraud or error, and to issue an auditor’s report that includes our opinion. Reasonable assurance is a high level of assurance but is not a guarantee that an audit conducted in accordance with ISAs (UK) will always detect a material misstatement when it exists.

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The Media Trust

Independent Auditors' Report to the members for the year ended 31 March 2025 Misstatements can arise from fraud or error and are considered material if, individually or in the aggregate, they could reasonably be expected to influence the economic decisions of users taken on the basis of these financial statements.

Irregularities, including fraud, are instances of non-compliance with laws and regulations. We design procedures in line with our responsibilities, outlined above, to detect material misstatements in respect of irregularities, including fraud. The extent to which our procedures are capable of detecting irregularities, including fraud are set out below.

Capability of the audit in detecting irregularities

In identifying and assessing risks of material misstatement in respect of irregularities, including fraud and non-compliance with laws and regulations, our procedures included the following:

Because of the inherent limitations of an audit, there is a risk that we will not detect all irregularities, including those leading to a material misstatement in the financial statements or non-compliance with regulation. This risk increases the more that compliance with a law or regulation is removed from the events and transactions reflected in the financial statements, as we will be less likely to become aware of instances of non-compliance. The risk is also greater regarding irregularities occurring due to fraud rather than error, as fraud involves intentional concealment, forgery, collusion, omission or misrepresentation.

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The Media Trust

Independent Auditors' Report to the members for the year ended 31 March 2025 A further description of our responsibilities is available on the Financial Reporting Council’s website at: www.frc.org.uk/auditorsresponsibilities . This description forms part of our auditor’s report.

Use of our report

This report is made solely to the charitable company's members as a body, in accordance with Chapter 3 of Part 16 of the Companies Act 2006. Our audit work has been undertaken so that we might state to the charitable company's members those matters we are required to state to them in an auditor’s report and for no other purpose. To the fullest extent permitted by law, we do not accept or assume responsibility to anyone other than the charitable company and the charitable company's members as a body, for our audit work, for this report, or for the opinions we have formed.

24 October 2025 ______ ________ Fleur Holden (Senior statutory auditor) Date for and on behalf of Sayer Vincent LLP, Statutory Auditor 110 Golden Lane, LONDON, EC1Y 0TG

Page: 24

The Media Trust

Statement of Financial Activities for the year ended 31 March 2025 (incorporating Income and Expenditure Statement)

Total Total
Notes Unrestricted Restricted Funds Funds
2025 2025 2025 2024
Income from: £ £ £ £
Donations 2 284,641 - 284,641 458,703
Charitable activities: 3
Communication Services 386,564 828,333 1,214,897 996,558
Youth Media 33,010 - 33,010 32,849
Engagement of Media Industry 97,920 - 97,920 38,350
Other trading activities 4 255,397 - 255,397 4
Investment income 10,064 - 10,064 9,126
Total income 1,067,596 828,333 1,895,929 1,535,590
Expenditure on:
Raising funds 61,317 248 61,565 -
Charitable activities 5
Communication Services 601,760 638,568 1,240,328 1,103,967
Youth Media 54,614 110 54,724 288,043
Engagement of Media Industry 355,036 1,666 356,702 190,407
Total expenditure 1,072,727 640,592 1,713,319 1,582,417
Net income/(expenditure) (5,131) 187,741 182,610 (46,827)
Transfers between funds - - - -
Net movement of funds (5,131) 187,741 182,610 (46,827)
Reconciliation of funds
Total funds brought forward 15 308,769 409,619 718,388 765,215
Total funds carried forward 303,638 597,360 900,998 718,388

The statement of financial activities includes all gains and losses in the year. All incoming resources and resources expended derive from continuing activities.

Page: 25

The Media Trust (02895790) Balance Sheet as at 31 March 2025

2025 2024
Notes £ £
Fixed Assets
Tangible fixed assets 10 - -
Intangible fixed assets 11 756 3,781
Current Assets
Debtors 12 362,911 270,196
Cash at Bank and in Hand 838,686 685,388
1,201,597 955,584
Creditors
Amounts falling due with one year 13 (301,355) (240,977)
Net Current Assets 900,242 714,607
Total Assets Less Current Liabilities 900,998 718,388
Funds
Restricted 15a 597,360 409,619
Unrestricted 15a 303,638 299,483
Designated 15a - 9,286
Total Funds 900,998 718,388

Approved by the Board of Directors on_________ and signed on their behalf by: 24 September 2025

SIGN

SIGN

______ Ian Edwards

Chair

_________ Sam Tomlison Head of Finance and Audit committee

Page: 26

The Media Trust Statement of Cash Flows for the year ended 31 March 2025

2025 2024
£ £
Cash flows from operating activities:
Net cash provided by operating activities 143,234 61,501
Cash flows from investing activities:
Interest received 10,064 9,126
Net cash provided by investing activities 10,064 9,126
Change in cash and cash equivalents in the reporting period 153,298 70,627
Cash and cash equivalents at the beginning of the reporting period 685,388 614,761
Cash and cash equivalents at 31 March 2025 838,686 685,388
Analysis of Cash and Cash Equivalents 2025 2024
£ £
Cash in hand and at bank 838,686 685,388
Total cash and cash equivalents 838,686 685,388
Reconciliation of net income/(expenditure) to net cash flow
from operating activities
2025 2024
£ £
Net income / (expenditure) for the year 182,610 (46,827)
Amortisation for the year 3,025 3,025
Interest from investments (10,064) (9,126)
(Increase) / decrease in debtors (92,715) 74,449
Increase in creditors 60,378 39,980
Net cash flow from operating activities 143,234 61,501

Page: 27

The Media Trust Notes to the Financial Statements for the year ended 31 March 2025

1) Accounting Policies

The Media Trust is a charitable company limited by guarantee and is incorporated in England and Wales. The registered office is c/o Sayer Vincent LLP, 110 Golden Lane, London EC1Y 0TG and the principal place of business is WeWork, 123 Buckingham Palace Road, London SW1W 9SH.

(b) Basis of preparation

The financial statements have been prepared in accordance with Accounting and Reporting by Charities: Statement of Recommended Practice applicable to charities preparing their accounts in accordance with the Financial Reporting Standard applicable in the UK and Republic of Ireland (FRS 102) - (Charities SORP FRS 102), The Financial Reporting Standard applicable in the UK and Republic of Ireland (FRS 102) and the Companies Act 2006/Charities Act 2011.

The trustees consider that there are no material uncertainties about the charity's ability to continue as a going concern.

The trustees do not consider that there are any sources of estimation uncertainty at the reporting date that have a significant risk of causing a material adjustment to the carrying amounts of assets and liabilities within the next reporting period.

(d) Income

Income is recognised when the charity has entitlement to the funds, any performance conditions attached to the income have been met, it is probable that the income will be received and that the amount can be measured reliably.

Income from government and other grants, whether ‘capital’ grants or ‘revenue’ grants, is recognised when the charity has entitlement to the funds, any performance conditions attached to the grants have been met, it is probable that the income will be received and the amount can be measured reliably and is not deferred.

Income received in advance of the provision of a specified service is deferred until the criteria for income recognition are met. This is with the exception of corporate partner membership income which is always recognised in the period it has been invoiced in. The reason for this is due to the bespoke packages for each partner, the timing of the delivery of any benefits can vary greatly and so it is deemed to be more appropriate to recognise the income when due, and not when the benefits are provided. Corporate partner membership income is treated as a donation to further the work of Media Trust, whereas any income received to deliver activities carried out to directly benefit the charitable organisations Media Trust works with is included within income from charitable activities.

Donated professional services and donated facilities are recognised as income when the charity has control over the item or received the service, any conditions associated with the donation have been met, the receipt of economic benefit from the use by the charity of the item is probable and that economic benefit can be measured reliably. In accordance with the Charities SORP (FRS 102), volunteer time is not recognised so refer to the trustees’ annual report for more information about their contribution.

On receipt, donated gifts, professional services and donated facilities are recognised on the basis of the value of the gift to the charity which is the amount the charity would have been willing to pay to obtain services or facilities of equivalent economic benefit on the open market; a corresponding amount is then recognised in expenditure in the period of receipt.

Restricted funds are to be used for specific purposes as laid down by the donor. Expenditure which meets these criteria is charged to the fund.

Unrestricted funds are donations and other incoming resources received or generated for the charitable purposes.

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The Media Trust

Notes to the Financial Statements for the year ended 31 March 2025

(g) Expenditure and irrecoverable VAT

Expenditure is recognised once there is a legal or constructive obligation to make a payment to a third party, it is probable that settlement will be required, and the amount of the obligation can be measured reliably.

Expenditure is classified under the following activity headings:

Irrecoverable VAT is charged as a cost against the activity for which the expenditure was incurred.

(h) Allocation of support costs

Support costs represent general management costs (including finance and human resources) and premises and facilities costs (including IT). These are allocated by reference to the resources allocated to the staff and volunteers for each area and the percentage of time spent by the relevant employees.

(i) Operating lease

Rental charges are charged on a straight-line basis over the term of the lease.

(j) Tangible fixed assets

Assets at a cost in excess of £5,000 intended to be ongoing use in carrying out activities are capitalised as fixed assets. Depreciation charged on tangible fixed assets is calculated to write off the cost of fixed assets on a straight-line basis over the useful economic lives of the assets concerned which are predominately 3 years.

(k) Debtors

Trade and other debtors are recognised at the settlement amount due. Prepayments are valued at the amount prepaid net of any trade discounts due.

(l) Cash at bank and in hand

Cash at bank and cash in hand includes cash and short term highly liquid investments with a short maturity of three months or less from the date of acquisition or opening of the deposit or similar account.

(m) Creditors and provisions

Creditors and provisions are recognised where the charity has a present obligation resulting from a past event that will probably result in the transfer of funds to a third party and the amount due to settle the obligation can be measured or estimated reliably. Creditors and provisions are normally recognised at their settlement amount after allowing for any trade discounts due.

(n) Financial instruments

The charity only has financial assets and financial liabilities of a kind that qualify as basic financial instruments. Basic financial instruments are initially recognised at transaction value and subsequently measured at their settlement value.

Page: 29

The Media Trust

Notes to the Financial Statements for the year ended 31 March 2025

2) Donations

Unrestricted 2025 Total 2024 Total
£ £ £
Corporate Donations 194,865 194,865 397,926
Other Donations 57,557 57,557 9,559
Grants - - 38,739
Other income 1,749 1,749 2,290
Gifts in Kind 30,470 30,470 10,189
284,641 284,641 458,703

Of the donations received in 2024, £38,739 were restricted and £419,968 were unrestricted.

3) Income from Charitable Activities

Unrestricted Restricted Total 2025 Unrestricted Restricted Total 2024
£ £ £ £ £ £
City Bridge Trust - 253,073 253,073 - 116,447 116,447
Crucible Foundation - 90,066 90,066 - 75,000 75,000
Garfield Weston Foundation - 75,000 75,000 - 66,000 66,000
Google - 61,280 61,280 - - -
John Lyons Charity - 77,000 77,000 - 130,000 130,000
Lankelly Chase - - -
-		 - 7,000 7,000
Marketing Trust - 39,955 39,955 - 33,693 33,693
Santander - 132,065 132,065 - 132,065 132,065
Screenskills - - -
-		 - 50,000 50,000
The Mercers Company - 99,894 99,894 - 96,984 96,984
Gifts in Kind - - -
-		 3,050 - 3,050
Contract - Manning Gottlieb OMD 122,941 - -
122,941		 120,000 - 120,000
Contract - TikTok 63,020 - -
63,020		 11,980 - 11,980
Other grants and contracts 200,603 - 200,603 154,339 - 154,339
Charitable income for
Communication Services 386,564 828,333 1,214,897 289,369 707,189 996,558
Gifts in Kind 925 - -
925		 - - -
Other grants and contracts 32,085 - 32,085 32,849 - 32,849
Charitable income for Youth
Media 33,010 - -
33,010		 32,849 - 32,849
Contract - Ascential Group 55,000 - -
55,000		 - - -
Contract - Amazon 25,000 - -
25,000		 - - -
Other grants and contracts 16,920 - -
16,920		 38,050 - 38,050
Gifts in Kind 1,000 - 1,000 300 - 300
Charitable income for
Engagement of Media Industry 97,920 - -
97,920		 38,350 - 38,350
Total income from charitable
activities 517,494 828,333 1,345,827 360,568 707,189 1,067,757

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The Media Trust

Notes to the Financial Statements for the year ended 31 March 2025 4) Other trading activities

Unrestricted Restricted 2025 Total 2024 Total
£ £ £ £
Fundraising Events 255,397 - 255,397 4
255,397 - 255,397 4

All income from other trading activities in the prior year was unrestricted.

5a) Analysis of expenditure on charitable activities (current year)

Direct and Support
Staff Costs costs 2025 Total 2024 Total
£ £ £ £
Raising Funds 32,740 28,825 61,565 -
Communication Services 1,034,608 205,720 1,240,328 1,103,967
Youth Media 33,010 21,714 54,724 288,043
Engagement of Media Industry in Voluntary Section 117,533 239,169 356,702 190,407
1,217,891 495,428 1,713,319 1,582,417

5b) Analysis of expenditure on charitable activities (prior year)

Prior Year

Prior Year
Direct and
Staff Costs Support costs 2024 Total
£ £ £
Raising Funds - -
-		 -
Communication Services 989,012 114,955 1,103,967
Youth Media 182,384 105,659 288,043
Engagement of Media Industry in Voluntary Section 13,584 176,823 190,407
1,184,980 397,437 1,582,417

6a) Analysis of support costs (current year)

Engagement of
Raising Communication Youth Media Industry in 2025 2024
Funds Services Media Voluntary Sector Total Total
£ £ £ £ £ £
Governance - 12,208 12,208 12,578 36,994 36,270

Page: 31

The Media Trust

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----- Start of picture text -----
|||||||| |---|---|---|---|---|---|---| |Notes to the Financial Statements for the year ended 31 March 2025| |General management|25,014|171,510|7,811|200,953|405,288|321,031| |Premises & facilities|3,811|22,002|1,694|25,638|53,145|40,136| |28,825|205,720|21,713|239,169|495,427|397,437|

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* Support cost allocation is based on staff time

6b) Analysis of support costs (prior year)

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----- Start of picture text -----
||||||| |---|---|---|---|---|---| |Engagement of| |Raising|Communication|Youth|Media Industry in| |Funds|Services|Media|Voluntary Sector|2024 Total| |£|£|£|£|£| |Governance|-|11,969|11,969|12,332|36,270| |General management|-|91,748|82,452|146,831|321,031| |Premises & facilities|-|11,238|11,238|17,660|40,136| |-|114,955|105,659|176,823|397,437|

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7) Governance Costs

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----- Start of picture text -----
||||| |---|---|---|---| |Unrestricted|Total 2025|Total 2024| |£|£|£| |Staff costs|22,686|22,686|23,240| |Audit fees|13,430|13,430|12,164| |Bank Charges|810|810|840| |Other|68|68|26| |36,994|36,994|36,270|

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All governance costs are unrestricted for the current and prior year.

8) Net income for the year is stated after charging

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----- Start of picture text -----
|||| |---|---|---| |2025|2024| |£|£| |Amortisation|3,025|3,025| |Auditor's remuneration|12,000|10,500|

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9) Staff costs

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----- Start of picture text -----
|||| |---|---|---| |2025|2024| |£|£| |Salaries|1,025,836|952,193| |Social security|106,607|104,476| |Pension costs|25,901|25,927| |1,158,344|1,082,596|

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2025 2024

Page: 32

The Media Trust Notes to the Financial Statements for the year ended 31 March 2025

No. No.
The average number of staff employed during the year was: 27 26
The number of employees whose salaries for the year fell within the
following bands were:
£60,000 - £70,000 - 1
£70,000 - £80,000 1 -
£80,000 - £90,000 - 1
£90,000 - £100,000 1 -

The total emoluments (including pension contributions and employer’s national insurance) received by key management personnel were £200,658 (2024: £29,199).

Key management personnel consists of 3 employees (2024 - 3).

No remuneration was paid or expenses reimbursed to the Trustees during the year (2024 - £Nil).

10) Tangible Fixed Assets

Company Computer
Equipment Equipment Total
£ £ £
Cost
At 1 April 2024 64,234 28,157 92,391
Additions - - -
At 31 March 2025 64,234 28,157 92,391
Accumulated Depreciation
At 1 April 2024 64,234 28,157 92,391
Depreciation - - -
At 31 March 2025 64,234 28,157 92,391
Net book value
At 1 April 2024 - - -
-
At 31 March 2025 - - -

11) Intangible Fixed Assets

Page: 33

The Media Trust Notes to the Financial Statements for the year ended 31 March 2025

Database
CRM System system Total
£ £ £
Cost
At 1 April 2024 9,075 39,068 48,143
Additions - - -
At 31 March 2025 9,075 39,068 48,143
Accumulated Amortisation
At 1 April 2024 5,294 39,068 44,362
Amortisation 3,025 - 3,025
At 31 March 2025 8,319 39,068 47,387
Net book value
At 1 April 2024 3,781 - 3,781
At 31 March 2025 756 - 756
12) Debtors
2025 2024
£ £
Trade Debtors 123,862 144,455
Other debtors 2,108 1,957
Prepayments and accrued income 236,941 123,784
362,911 270,196
13) Creditors
2025 2024
£ £
Trade Creditors 5,432 39,732
Other creditors 6,591 1,163
Taxation and social security 56,645 15,865
Accruals & deferred income 232,687 184,217
301,355 240,977

12) Debtors

13) Creditors

14) Deferred Income

2025

2024

Page: 34

The Media Trust Notes to the Financial Statements for the year ended 31 March 2025

£ £
Balance at the beginning of the year 123,357 96,890
Amount released to income in the year (123,357) (96,890)
Amount deferred in the year 156,044 123,357
Balance at the end of the year 156,044 123,357

Deferred income relates to income received from Corporate Partners, including Amazon (Mentoring), Leo Burnett Disabled Talent Mentoring, and Open Course to be delivered in FY 2025/2026.

15a) Movement in Funds (current year)

At 1 April Expenditure & At 31 March
2024 Income & Gains losses 2025
£ £ £ £
Restricted Funds
Communication services
City Bridge Trust 36,437 253,073 126,285 163,225
Crucible Foundation 56,706 90,066 58,607 88,165
Garfield Weston Foundation 49,692 75,000 55,493 69,199
Google 2,445 61,280 8,151 55,574
John Lyons Charity 108,466 77,000 124,925 60,541
Marketing Trust - 39,955 39,955 -
The Mercers Company 60,642 99,894 92,276 68,260
Santander 76,837 132,065 116,506 92,396
Screenskills 14,940 - 14,940 -
406,165 828,333 637,138 597,360
Support costs
Fidelity 3,454 - 3,454 -
3,454 - 3,454 -
-
Total Restricted Funds 409,619 828,333 640,592 597,360
Unrestricted 299,483 914,512 910,357 303,638
Designated 9,286 153,084 162,370 -
Total Unrestricted Funds 308,769 1,067,596 1,072,727 303,638
Total Funds 718,388 1,895,929 1,713,319 900,998

Page: 35

The Media Trust

Notes to the Financial Statements for the year ended 31 March 2025

Purpose of restricted funds:

Communication services:

City Bridge Foundation - Volunteer films and capacity building. Costs restricted to programme costs, programme staff costs, department costs and contribution to core.

Crucible Foundation - Volunteer films and capacity building. Costs restricted to programme costs, programme staff costs, department costs and contribution to core.

Garfield Weston Foundation - Volunteering programme - cost restricted to programme costs, programme staff costs, department costs and contribution to core

Google - Digital Skills - training charity in digital skills. Costs restricted to programme costs, programme staff and department staff plus contribution to core.

John Lyons Charity - Volunteer films and capacity building. Costs restricted to programme costs, programme staff costs, department costs and contribution to core.

Marketing Trust - Marketing Skills Training - training decision makers. Costs restricted to programme costs, programme staff, department staff plus contribution to core.

The Mercers Company - Volunteer films. Costs restricted to programme costs, programme staff costs, department costs and contribution to core.

Santander - Volunteer films and capacity building. Costs restricted to programme costs, programme staff costs, department costs and contribution to core.

ScreenSkills – Mentoring matching programmes. Costs restricted to programme costs, programme staff costs, department costs and contribution to core.

Support Costs (restricted):

– Fidelity Funding of core staff. Costs restricted to salaries

Purpose of designated funds:

Communicating Climate Y4 - Capacity Building for Climate Charities - Costs restricted to programme costs, programme staff and department staff plus contribution to core.

TikTok Charity Academy 2024 - training charities in Tik Tok - Costs restricted to programme costs, programme staff and department staff plus contribution to core.

News UK Speed Pitching - a series of Speed Pitching events for underrepresented groups in preparation for upcoming awareness activities - Costs restricted to programme costs, programme staff and department staff plus contribution to core.

Leo Burnett Disabled Talent Mentoring Programme - Mentoring matching programme - Costs restricted to programme costs, programme staff and department staff plus contribution to core.

Page: 36

The Media Trust Notes to the Financial Statements for the year ended 31 March 2025

15b) Movement in Funds (prior year)

At 1 April Income & Expenditure At 31 March
2023 Gains & losses 2024
£ £ £ £
Restricted Funds
Communication services
City Bridge Trust 84,375 116,447 164,385 36,437
Crucible Foundation - 75,000 18,294 56,706
Garfield Weston Foundation 89,102 66,000 105,410 49,692
Gamseys 21,213 - -
21,213		 -
Google 18,413 - -
15,968		 2,445
John Lyons Charity 101,559 130,000 123,093 108,466
Joseph Rowntree Charitable Trust 52,167 - -
52,167		 -
Lankelly Chase - 7,000 7,000 -
Marketing Trust 20,927 33,693 54,620 -
The Mercers Company - 96,984 36,342 60,642
Santander - 132,065 55,228 76,837
Screenskills - 50,000 35,060 14,940
WCIT 10,000 - 10,000 -
397,756 707,189 698,780 406,165
Youth Media
The Mayors Fund 25,266 - -
25,266		 -
Kusuma Trust 20,614 - 20,614 -
45,880 - 45,880 -
Support Costs
Fidelity 6,278 38,739 41,563 3,454
6,278 38,739 41,563 3,454
Total Restricted Funds 449,914 745,928 786,223 409,619
Unrestricted 291,367 723,942 715,826 299,483
Designated 23,934 65,720 80,368 9,286
Total Unrestricted Funds 315,301 789,662 796,194 308,769
Total Funds 765,215 1,535,590 1,582,417 718,388

Page: 37

The Media Trust Notes to the Financial Statements for the year ended 31 March 2025

16a) Analysis of net assets between funds (current year)

Unrestricted Designated Restricted Funds
funds funds funds Total
£ £ £
Fund balances at31 March 2025are
represented by:
Fixed Assets 756 - - 756
Net Current Assets 302,882 - 597,360 900,242
303,638 - 597,360 900,998

16b) Analysis of net assets between funds (prior year)

Unrestricted Designated Restricted Funds
funds funds funds Total
£ £ £
Fund balances at31 March 2024are
represented by:
Fixed Assets 3,781 - - 3,781
Net Current Assets 295,702 9,286 409,619 714,607
299,483 9,286 409,619 718,388

17) Taxation

The company, as a registered charity, is not liable for Income Tax or Corporation Tax because its income falls within the various exemptions available to registered charities.

18) Subsidiary Companies

Media Trust Trading Limited, a wholly owned subsidiary, was incorporated on 1 September 2017 (company no. 10942812 England & Wales) and remained dormant during the period to 31 March 2025. Dormant accounts will be filed at Companies House in due course.

Consolidated accounts have not been prepared as the only subsidiary controlled by The Media Trust as at 31 March 20 25 was dormant.

19) Industry Contributors

The Media Trust is supported by a number of major media organisations. The non-executive directors of The Media Trust include directors and senior managers of some of these media organisations, who have been appointed because of their experience and knowledge of the sector. The directors do not believe that these organisations are related to The Media Trust and absent themselves from any financial transaction involving their media organisations, other than corporate partnerships and donations which are on arm's length terms consistent with other media organisations that support The Media Trust.

20) Related Party Transactions

Aggregate donations from related parties totalled £3,469 (2024: Nil). These donations included both cash donations and gifts in kind from trustees and were all given for use by the charity in line with its normal operating activities.

Page: 38

The Media Trust

Notes to the Financial Statements for the year ended 31 March 2025

21) Comparatives for the statement of financial activities

Unrestricted Restricted Total Funds
2024 2024 2024
Income from: £ £ £
Donations and legacies 419,968 38,739 458,707
Investment income 9,126 - 9,126
Charitable activities: -
Communication Services 289,369 707,189 996,558
Youth Media 32,849 - 32,849
Engagement of Media Industry 38,350 - 38,350
Total income 789,662 745,928 1,535,590
Expenditure on:
Raising funds - - -
Charitable activities
Communication Services 393,550 710,417 1,103,967
Youth Media 230,525 57,518 288,043
Engagement of Media Industry 172,119 18,288 190,407
Total expenditure 796,194 786,223 1,582,417
Net income/(expenditure) (6,532) (40,295) (46,827)
Transfers between funds - - -
Net movement of funds (6,532) (40,295) (46,827)
Reconciliation of funds
Total funds brought forward 315,301 449,914 765,215
Total funds carried forward 308,769 409,619 718,388

Page: 39