Political advertisements hit the airwaves

By Brillianto K. Jaya

JAKARTA (JP): Political euphoria in the wake of the New Order regime's fall has effected a policy change among national television broadcasters.

Apart from reporting that is not merely topical but emphasizes transparency and objectivity, private television stations have opened up the airwaves for political party advertisements.

Despite the lack of a law governing political party broadcasts, TPI recently jumped the gun by broadcasting an advertisement from the People's Awakening Party (PKB). As usual, the advertisement is propaganda to win over viewers to support and elect PKB in the 1999 general election.

Featured prominently was Nahdlatul Ulama leader Abdurrahman Wahid, better known as Gus Dur and one of the party's founders, overshadowing Matori Abdul Jalil, the party leader.

Others following suit include the Justice and Unity Party (PKP) with its leaders, Gen. (ret) Try Sutrisno and Gen. (ret) Edi Sudradjat, and the Indonesian Democratic Party of Struggle (PDI Perjuangan) with its chairwoman Megawati Soekarnoputri.

Public relations manager of Indosiar TV station, Andreas Ambessa, termed TV campaign advertisements "a reflection of political dynamics in this era of reform and openness".

Although the law on broadcasts does not provide stipulations on political party advertising, the country's five private TV stations -- TPI, RCTI, SCTV, ANteve and Indosiar -- signed an agreement on the issue last December.

Among its stipulations are the definition, limitations, frequency and broadcast payments.

Political party advertising is defined as all forms of promotion, notification, direct and indirect announcements with funds and/or concepts supported by a political party, with the objective to build an image or convey information directed to the party executives, members, supporters and/or the general public through private television.

TV stations will clear an advertisement for broadcast as long it does not convey elements tending to cause national disintegration, including conflicts of ethnicity, religion, race and social groups (SARA).

Advertising material must be ready for broadcast on video cassette when submitted to the station. With the presentation of the cassette, the political party must also submit proof of censorship in the form of a certificate from the Film Censorship Board.

Political ads should not cast aspersions about individuals, particular groups, ideologies or parties. A negative campaign trying to expose mistakes, besmirch or vilify other political parties, directly or indirectly, in visual or audio form, is strictly prohibited.

It's in sharp contrast to the negative campaigns allowed in the U.S. During the 1996 presidential campaign, Bill Clinton and Robert Dole endeavored to expose each other's weaknesses. Of course, a negative campaign in Indonesia is not practical because of low democratic awareness in the country. Moreover, most people would be offended if they were criticized in a campaign.

Political parties must pay the advertising cost in accordance with the rate card program (spot price list based on air time). The cost charged to political parties is the full cost, without bonuses and not allowing for the running on station (ROS) system (advertising based on the will of a TV station after seeing empty spots).

As it does not use the ROS system, the political party advertising spot is scheduled based on the wish of the political party after examining rate card conditions and the segment for the political party. Payment for advertising is submitted together with the media order. The system of the media order and payment in advance in the broadcast world is usually called Pay Before Broadcast.

Political party advertising cannot be done in the form of a main sponsor, supporting sponsors or title sponsors of a program, either entertainment or nonentertainment.

In the television world, it is common for the advertiser to purchase airtime and blocking time. For example, if an agency wants to launch an advertising campaign for a new product, it buys the airtime from the TV station in accordance with the rate card (advertising rate per air time).

Political parties, however, are not allowed to purchase air time or blocking time program.

Budi Dharmawan, SCTV public relations manager, said the prohibition was meant to ensure fairness among political parties.

"There are political parties with abundant funds and others with limited funds," he said. "If there is no limitation on duration and the number of spots, a financially powerful political party will arbitrarily buy airtime or block airtime. For the sake of fairness, each political party, big and small, is only allowed to buy a spot four times a day."

A political party is only allowed to make advertising material of a duration of 15 seconds, 30 seconds or 60 seconds each, four times a day at the most.

Private television stations accept political party advertising on a first come, first served basis. The rate for political party advertising is the same as that for commercial advertisements. The same rate of Rp 5 million per 30 seconds is clearly profitable for private television stations, which have a new source of substantial earnings in addition to product advertisements. It means a fresh spell of breath after the sharp decline of advertisement revenues in 1998.

However, it could put television in a dilemma. If a political party prefers to advertise with a particular TV station, it might lead the public to believe the station endorses the party platform.

Andreas said all private TV stations should use blanket neutrality in dealing with the political parties.

"There may be the figure of a certain political party at a private TV station, but the station must treat all parties in a just and neutral manner."

Discrimination would only be to the stations' disadvantage. Apart from creating a negative image of itself, a TV station would not obtain ad revenue from other political parties.

The writer works at a private television station.