MANILA – Media companies should offer lower advertising rates to election candidates, according to Senate President Aquilino “Koko” Pimentel III.
Political ads on television should be lowered 50 percent; on radio, 30 percent; and on print, 20 percent, from the current average cost, Pimentel said in Senate Bill 1777.
He suggested that the discounted prices for political advertisements be carried out during the first three quarters of the two calendar years preceding the election.
“Article II, Section 26 of our Constitution provides that the State shall guarantee equal access to opportunities for public service,” said Pimentel, president of the ruling party PDP-Laban.
“In this day and age, an undeniable feature of running a successful election campaign involves media exposure,” he said.
“Unfortunately, many qualified but financially disadvantaged candidates are unable to compete in this regard because of prohibitive rates charged by media entities,” said Pimentel.
In 2016 presidential candidates spent up to P300 million in just two months for every hour of airtime for their political ads, the senator said.
Only rich people or those supported by wealthy financiers can afford to run for and win a public office due to the high costs of a campaign, he said.
Under the Constitution, money was never a qualification for public office, said Pimentel.
“The reason we have campaign spending limits is due to the temptation for corruption generated by excessive expenses during a campaign,” he said. “Some politicians think it entitles them to ‘recoup’ their ‘investment’ using public funds.”
The bill, he stressed, will allow more candidates to run, giving citizens more choices in elections.
“This proposal complements our campaign against political dynasties – voters won’t have to put up with the same old tired faces if they have more options to choose from,” he said./PN
