Election and media

Published by the Visayan Daily Star Publications, Inc.

NINFA R. LEONARDIA Editor-in-Chief & President

CARLA P. GOMEZ Editor CHERYL CRUZ Busines Editor NIDA A. BUENAFE Sports Editor RENE GENOVE Bureau Chief, Dumaguete MAJA P. DELY Advertising Coordinator

CARLOS ANTONIO L. LEONARDIA Administrative Officer

Today marks the first day of filing for candidacies in all levels of government, from the president down to the councilors. Some candidates will file today while others will file on Friday, the last day for filing.

The race for the 2016 elections has begun. Although the official start for campaigning is set by law for next year, the actual maneuvers will take full swing. Some candidates might fall along the way as compromises will be entered into to consolidate resources and votes.

The attacks and counter attacks will also intensify now that the opponent is known and issues will be laid bare.

Media will play a big role this year due to the number of candidates. But aside from the mainstream media of print, radio and television, the internet will become a major factor in the campaign. Players in social media are numerous and are largely without the control that characterizes the operation of mainstream media that have established rules and codes of conduct.

Cyber media has still to reach the rural areas but the mainstream or traditional media use the cyber space as sources of information and opinion.

The cost of media space and time usually increases double or triple during this period which makes media a costly operation for candidates. Media organizations know the value of their time and space in relation to the budget of candidates.

Despite its higher cost, media is still cheaper than other forms of public information and exposure compared to tarpaulins, streamers and handbills. Media reaches a very wide audience or readership especially under new conditions that were absent in the past elections.

Newspapers are read around the world due to the internet. Radio has developed streaming that competes with television while television has opened international networks.

Through cable and satellite networks,CNN and Bloomberg now broadcasts in the Philippines while other networks like Al Jazzera and Fox News are easily accessed. Candidates intending to reach the Class A and B audience can use these outlets. Although they are expensive, their broadcasts give the candidate a high profile.

Media are now reprogramming to meet the needs of the election. Readers and viewers will see this development after this week.*