Political advertisements hit the airwaves<\/p>\n
By Brillianto K. Jaya<\/p>\n
JAKARTA (JP): Political euphoria in the wake of the New Order
\nregime's fall has effected a policy change among national
\ntelevision broadcasters.<\/p>\n
Apart from reporting that is not merely topical but emphasizes
\ntransparency and objectivity, private television stations have
\nopened up the airwaves for political party advertisements.<\/p>\n
Despite the lack of a law governing political party
\nbroadcasts, TPI recently jumped the gun by broadcasting an
\nadvertisement from the People's Awakening Party (PKB). As usual,
\nthe advertisement is propaganda to win over viewers to support
\nand elect PKB in the 1999 general election.<\/p>\n
Featured prominently was Nahdlatul Ulama leader Abdurrahman
\nWahid, better known as Gus Dur and one of the party's founders,
\novershadowing Matori Abdul Jalil, the party leader.<\/p>\n
Others following suit include the Justice and Unity Party
\n(PKP) with its leaders, Gen. (ret) Try Sutrisno and Gen. (ret)
\nEdi Sudradjat, and the Indonesian Democratic Party of Struggle
\n(PDI Perjuangan) with its chairwoman Megawati Soekarnoputri.<\/p>\n
Public relations manager of Indosiar TV station, Andreas
\nAmbessa, termed TV campaign advertisements \"a reflection of
\npolitical dynamics in this era of reform and openness\".<\/p>\n
Although the law on broadcasts does not provide stipulations
\non political party advertising, the country's five private TV
\nstations -- TPI, RCTI, SCTV, ANteve and Indosiar -- signed an
\nagreement on the issue last December.<\/p>\n
Among its stipulations are the definition, limitations,
\nfrequency and broadcast payments.<\/p>\n
Political party advertising is defined as all forms of
\npromotion, notification, direct and indirect announcements with
\nfunds and\/or concepts supported by a political party, with the
\nobjective to build an image or convey information directed to the
\nparty executives, members, supporters and\/or the general public
\nthrough private television.<\/p>\n
TV stations will clear an advertisement for broadcast as long
\nit does not convey elements tending to cause national
\ndisintegration, including conflicts of ethnicity, religion, race
\nand social groups (SARA).<\/p>\n
Advertising material must be ready for broadcast on video
\ncassette when submitted to the station. With the presentation of
\nthe cassette, the political party must also submit proof of
\ncensorship in the form of a certificate from the Film Censorship
\nBoard.<\/p>\n
Political ads should not cast aspersions about individuals,
\nparticular groups, ideologies or parties. A negative campaign
\ntrying to expose mistakes, besmirch or vilify other political
\nparties, directly or indirectly, in visual or audio form, is
\nstrictly prohibited.<\/p>\n
It's in sharp contrast to the negative campaigns allowed in
\nthe U.S. During the 1996 presidential campaign, Bill Clinton and
\nRobert Dole endeavored to expose each other's weaknesses. Of
\ncourse, a negative campaign in Indonesia is not practical because
\nof low democratic awareness in the country. Moreover, most people
\nwould be offended if they were criticized in a campaign.<\/p>\n
Political parties must pay the advertising cost in accordance
\nwith the rate card program (spot price list based on air time).
\nThe cost charged to political parties is the full cost, without
\nbonuses and not allowing for the running on station (ROS) system
\n(advertising based on the will of a TV station after seeing empty
\nspots).<\/p>\n
As it does not use the ROS system, the political party
\nadvertising spot is scheduled based on the wish of the political
\nparty after examining rate card conditions and the segment for
\nthe political party. Payment for advertising is submitted
\ntogether with the media order. The system of the media order and
\npayment in advance in the broadcast world is usually called Pay
\nBefore Broadcast.<\/p>\n
Political party advertising cannot be done in the form of a
\nmain sponsor, supporting sponsors or title sponsors of a program,
\neither entertainment or nonentertainment.<\/p>\n
In the television world, it is common for the advertiser to
\npurchase airtime and blocking time. For example, if an agency
\nwants to launch an advertising campaign for a new product, it
\nbuys the airtime from the TV station in accordance with the rate
\ncard (advertising rate per air time).<\/p>\n
Political parties, however, are not allowed to purchase air
\ntime or blocking time program.<\/p>\n
Budi Dharmawan, SCTV public relations manager, said the
\nprohibition was meant to ensure fairness among political parties.<\/p>\n
\"There are political parties with abundant funds and others
\nwith limited funds,\" he said. \"If there is no limitation on
\nduration and the number of spots, a financially powerful
\npolitical party will arbitrarily buy airtime or block airtime.
\nFor the sake of fairness, each political party, big and small, is
\nonly allowed to buy a spot four times a day.\"<\/p>\n
A political party is only allowed to make advertising material
\nof a duration of 15 seconds, 30 seconds or 60 seconds each, four
\ntimes a day at the most.<\/p>\n
Private television stations accept political party advertising
\non a first come, first served basis. The rate for political party
\nadvertising is the same as that for commercial advertisements.
\nThe same rate of Rp 5 million per 30 seconds is clearly
\nprofitable for private television stations, which have a new
\nsource of substantial earnings in addition to product
\nadvertisements. It means a fresh spell of breath after the sharp
\ndecline of advertisement revenues in 1998.<\/p>\n
However, it could put television in a dilemma. If a political
\nparty prefers to advertise with a particular TV station, it might
\nlead the public to believe the station endorses the party
\nplatform.<\/p>\n
Andreas said all private TV stations should use blanket
\nneutrality in dealing with the political parties.<\/p>\n
\"There may be the figure of a certain political party at a
\nprivate TV station, but the station must treat all parties in a
\njust and neutral manner.\"<\/p>\n
Discrimination would only be to the stations' disadvantage.
\nApart from creating a negative image of itself, a TV station
\nwould not obtain ad revenue from other political parties.<\/p>\n
The writer works at a private television station.<\/p>", "url": "https:\/\/jawawa.id\/newsitem\/political-advertisements-hit-the-airwaves-1447893297", "image": "" }, "sponsor": "Okusi Associates", "sponsor_url": "https:\/\/okusiassociates.com" }