CEBU, Philippines - Veteran journalist Ellen Tordesillas yesterday urged the local media to observe utmost professionalism in the coverage of the upcoming local and national elections by staying away from the anticipated outburst of politician’s money.
Speaking before members of the Cebu Federation of Beat Journalists at SM City yesterday, Tordesillas said, “because of the important role of media in shaping public opinion, candidates engage in winning the favors of members of the media.”
Tordesillas, a columnist of Malaya and Abante, said it is undeniable that some media practitioners “look forward to election as means to make money,” because they know their importance in a candidate’s campaign.
She said that while drinking coffee offered by news sources may be tolerable, accepting cash gifts is what usually ruins a reporter’s credibility.
“My personal policy is, I don’t accept cash. Imposible hindi ka pwedeng magkakape…that won’t affect your coverage. But just no to cash,” Tordesillas said, adding, “media cannot claim to be an instrument to strengthen democracy if it allows itself to corrupt the election process.”
Tordesillas said the role of media is crucial in the upcoming elections because of the reach it can provide to potential voters.
A survey reportedly showed that over 80 percent of Filipinos have radio sets while more than half of the population nationwide has television. Meanwhile, 15 percent of Filipinos read newspapers and/or browse the Internet.
Because of this, a big bulk of a candidate’s budget is reportedly allocated for the media.
Despite the law limiting to P1.50 a candidate running for national position can spend on media advertisement, many still spend millions just to gain maximum media exposure.
For one, a 30-second television advertisement costs P200,000, which is equivalent to P30 million for a six-week run, Tordesillas said. Add to this are the budget a candidate spends for the so-called “infomercials.”
From October 2008 to present, Senator Manny Villar has reportedly already spent P321 million for advertisements while Senator Mar Roxas has reportedly spent P256 million. National Defense Secretary Gilbert Teodoro reportedly shelled out P30 million for his infomercials.
With the amount a politician is willing to spend already out of question, Tordesillas said it is now up to the media practitioners to stand firm with their personal conviction to maintain credibility in their coverage. — Liv G. Campo/JMO (FREEMAN NEWS)