Presidential campaign offers mixed blessings for media

Tiarma Siboro and Dadan Wijaksana, Jakarta

Some say the media is benefiting the most from the ongoing presidential campaign. With the billions of rupiah worth of advertising the print and electronic media is getting from the candidates, this may well be true.

Television stations are undoubtedly leading in revenue gain compared to radio stations and the print media.

An increase in revenue of up to 20 percent would seem to be assured, at least according to Budi Dharmawan, a manager at SCTV's communications department. "We consider this an additional revenue to the normal commercial ads, so yes, the election does have something to offer to us.

"I do not have the precise figures, but revenue has risen by about 20 percent," Budi said, while citing President Megawati Soekarnoputri as the most active advertiser, although her rivals, the retired generals Susilo Bambang Yudhoyono and Wiranto, are rapidly narrowing the gap.

PT Indosiar Visual Mandiri, which owns private television station Indosiar, while declining to give exact figures, admitted that the extra income was a boost although not as huge as many would have predicted.

"Of course it's extra revenue for us, but compared with other commercial ads, it is not that significant.

"It makes up less than 5 percent of the total advertising income," spokesman Ghufrony Syakaril said.

All five candidates booked advertising time with the station, Gufrony added, but Megawati, Susilo and Wiranto had the most advertising slots.

Other television stations said the additional revenue ranged from 10 percent to 20 percent.

The Institute for Democracy Studies (LkaDe) confirmed on Tuesday the huge funds the five candidates have spent on TV ads, with more than Rp 33 billion having been spent as of June 12.

Wiranto had Rp 10.1 billion worth of ads during that period, followed closely by Megawati with Rp 9.9 billion and Susilo with Rp 8.1 billion. Trailing far behind were Hamzah Haz with Rp 2.6 billion spent on ads and Amien Rais with Rp 2.5 billion.

Based on a rough estimate, Budi said, a television station could rake in as much as Rp 100 million from each candidate per day, if all candidates ran as many ads as the regulations allow. "It means that there is Rp 500 million in advertising up for grabs every day for each station. Now, that's a lot of money."

However, radio stations have not been that lucky.

Popular radio stations Elshinta and Sonora said they had been virtually "left out" by the candidates.

"We only get some 5 to 6 spots per day -- all from Megawati -- -- as compared to an average of 12 commercial ads we get per hour. With only Rp 100,000 per spot, you can calculate yourself how much we get from it," Viliny Lesmana, an editorial staff member of Sonora, said.

Eddy Harsono of Elshinta said that none of the five candidates had booked spots.