Mass media reap profits from elections<\/p>\n
ID Nugroho, The Jakarta Post, Surabaya<\/p>\n
With seriousness, Yuwana, a member of a campaign team for a
\ncandidate contesting the upcoming regional elections in Surabaya,
\nread through a local newspaper.<\/p>\n
His hands quickly flipped over each of the paper's 24 pages.
\nThe eyes of the former journalist at a Jakarta-based newspaper
\nread closely for news of the upcoming elections.<\/p>\n
A loud ring coming from his cell phone broke the peaceful
\natmosphere.<\/p>\n
\"Hello, yes, this is me... See, I want to an place advert for
\na candidate for the regional elections in your paper, but I want
\nit to be placed only in the upper space, besides that, no way,\"
\nYuwana said. He listened for a while. \"Ok, why don't you just
\ncome to see me,\" he said, ending the conversation.<\/p>\n
The upcoming regional elections in Surabaya on June 27 are a
\ngod-send for the mass media, who are cashing in on the
\nadvertising bonanza.<\/p>\n
Four pairs of candidates announced by the Surabaya Elections
\nCommittee on Sunday -- Alisjahbana-Wahyudin Husein (the National
\nAwakening Party); Bambang Dwi Haryono-Arif Afandi (Indonesian
\nDemocratic Party of Struggle); Erlangga Satriagung-AH Thony
\n(National Mandate Party-Democratic Party); and Gatot Sudjito-
\nBenyamin Hilly (Golkar Party-Prosperous Peace Party) -- will
\nbring in a lot of money for the local mass media, especially
\nprinted media.<\/p>\n
As if in competition, they each offer \"economy packages\" for
\nfamiliarization or campaign advertising for the four pairs of
\ncandidates through their campaign teams.<\/p>\n
Data obtained by The Jakarta Post showed that almost all
\nprinted media in Surabaya have sent advertising proposals to all
\nthe campaign teams, each package valued at between Rp 15 million
\n(US$1579) and Rp 300 million.<\/p>\n
Once campaign adverting proposal mentioned that for Rp 300
\nmillion, a pair of candidates will get various advertising
\nfacilities -- from publication of all their campaign activities
\nas news, special interviews, and full-page advertisements.<\/p>\n
\"We guarantee there will be no black news against the
\nrespective candidates,\" writes a chief editor in the proposal.<\/p>\n
For the candidates, familiarization through mass media is
\nessential since it is an effective way to get directly in touch
\nwith prospective voters.<\/p>\n
\"We consider the media's effectivity, that's why we take up
\nthe offers, although not all of them,\" Djaka M, a member of
\nErlangga Satriagung-AH Thony's campaign team, told the Post.<\/p>\n
Bambang Dwi Haryono-Arif Afandi's campaign team even has
\nsomeone who works specially as a mass media \"architect\". \"Placing
\nadvertisements in the mass media requires strategy. That's what
\nwe've trying to do,\" said Saleh Mukadar, who heads the team.<\/p>\n
For instance, he said, placing advertisement too often is not
\ngood. Instead he carefully picks a certain day, page and
\nmaterials before placing the advertisement, he added.<\/p>\n
Other candidates, Alisjahbana-Wahyudin Husein, take a
\ndifferent strategy. Head of the campaign team, Budiharto Tasmo,
\nsaid his team has turned down all offers to place ads due to
\nlimited funds. \"We have no funds to advertise in mass media,\" he
\nsaid.<\/p>\n
Budiharto claimed that placing advertisements would not
\nguarantee that prospective voters would vote for them. \"We
\nbelieve in the party's loyalty mechanism... once they're loyal,
\nthey'll vote for the candidates,\" he said.<\/p>\n
Head of Alliance of Independent Journalists in Surabaya,
\nSunudyantoro, said that apart from advertisements, some news
\nitems even work as advertisements in disguise. \"In many cases we
\nfind ads presented as news, and this is not right,\" he said.<\/p>\n
Moreover, many newspapers now have a special page on the
\nregional elections, which mostly covers candidates' activities.<\/p>\n
\"There's no criticism, only positive discussion, so they're
\njust like ads. This kind of thing only tried to fool voters,\"
\nsaid a journalist from a Jakarta-based paper.<\/p>\n
Dhimam Abror Jurait, chairman of the Indonesian Journalists
\nAssociation, said there was a need to set up a firewall between
\nthe editorial and advertising sections of mass media to ensure
\nthey do not influence each other.<\/p>\n
\"Although candidates place advertisements in mass media it
\nshould not mean a weakening of editorial control,\" Dhimam said.<\/p>\n
Mass media observer from Airlangga University, Kacung Marijan,
\nsaid the effectivity of placing advertisements in mass media in
\nIndonesia was still low, especially considering many candidates
\ndid not ever reveal their political platforms.<\/p>\n
Head of the Surabaya Election Supervision Committee, Mahmud
\nSuhermono, said that the committee was monitoring candidates'
\nfamiliarization campaigns through the mass media. He said there
\nhad been indications that several candidates had violated
\nregulations by engaging in campaign activity before the official
\ncampaign start.<\/p>\n
\"We're still studying whether the ads in the mass media
\nviolate (the regulations). If proven, criminal charges can be
\nlaid,\" he said.<\/p>",
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"sponsor": "Okusi Associates",
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