IN THE MEDIA

Transcription

IN THE MEDIA

PUBLIC FUNDS
IN THE MEDIA
КАНАЛ
KANAL
5 5
1.415.470€
1.415.470€
ТЕЛМА
TELMA
88.382€
88.382€
24 24
ВЕСТИ
VESTI
138.769€
138.769€
АЛФА
ALFA
1.408.698€
1.408.698€
СИТЕЛ
SITEL
1.074.480€
1.074.480€
АЛСАТ
ALSAT
ММ
472.066€
472.066€
МТВ
MTV,
1и2,MRT
МРТ
447.455€
447.455€
Преглед
на владини
проектиand
и проекти
на локалната
властво
националните
Review
of government
local government
projects
at the
national TV
телевизии заfor
периодот
октомври
(во евра)
period from
October- декември
- December2014
2014година
(in euro)
CONTENT
1. Introduction _________________________________________________________3
2. Procedure for conducting analysis _______________________________________6
2.1 Objectives and applied methodology for access to information
PUBLIC FUNDS IN THE MEDIA
2.2 Media covered in the analysis
3. Research results ______________________________________________________9
3.1 General conclusions
3.2 Government projects and projects of local government in national television
3.2.1 Scope (representation) of advertisements and announcements
in national television
3.3 Advertisements and announcements in print media
(daily and weekly newspapers)
3.3.1 Advertisements and announcements from the central and local
government in daily newspapers
3.3.2 Advertisements and announcements from the central and local
government in weekly newspapers
3.4 Advertisements and announcements in web portalite- brief insight
ATTACHMET 1 _________________________________________________________18
2
4. Conclusions and recommendations ______________________________________21
I.
T
he situation in the media in Republic of Macedonia is at quite
unflattering level in recent years. This is concluded by the
international and domestic institutions that monitor the state
of democratic and media freedom in Macedonia. The decline of
freedom in the media, among other things, is connected with large
share of Government advertising in the media, and that as problem is pointed
by the European Union, the US State Department, and well-known NGOs,
Freedom House and Reporters Without Borders.
In the report of the European Commission for Progress of Republic of
Macedonia in 20141 is indicated to the existence of indirect state control over
the results of media operations through government advertising. Although in
September 2014 the government released data on Government advertising,
yet it is “still” unclear, which media are the primary beneficiaries of such
campaigns and which are criteria for distributing public funds2.”
INTRODUCTION
In Article 13 of the Law on Media3 is stipulated that broadcasters are
obliged by 31 March of the current year to submit to the Agency for audio
and audiovisual media services “data on the sources of funding of the
1 EU report on Macedonia’s progress for 2014, available at http://ec.europa.eu/enlargement/
pdf/key_documents/2014/20141008-the-former-yugoslav-republic-of-macedonia-progressreport_en.pdf
2 Ibid.
3 Official Gazette no. 184/13 and 13/13
3
broadcaster in the previous year” (commercials, sponsorship, sales of
content services provided to third parties, etc.). The need for having clear
criteria for allocating funds from the state advertisements / campaigns and
mechanisms for accountability from state institutions for the placement of
the advertisements is cited as one of the key observations of AJM4 relating to
media laws from May 2013 and is also part of the Action Plan for improving
the situation with the media in the country by 20125.
4
On the other hand, the data suggest that the Government was the
biggest advertiser in Macedonia in 2012. “Advertising of state, sponsorship,
promotional campaigns and other financial inflows from the state budget to
the national or local media represent significant part of the overall advertising
market”6. At the list of the most important advertisers in television stations in
2013, however the Government is at second place7.
Increasingly frequent are estimates that the influence and presence in
the market of advertising and announcements creates situation in which the
Government acting from the position of “large announcer” is putting pressure
on editorial policies to ensure favorable coverage i.e. media that are uncritical
to its set of policies. “The schemes for advertising used by Government in the
most picturesque way show how the media are losing their independence as
consequence of their professional integrity.8”
Hence, given that government advertising has long been high on the
agenda of the debates on media freedom in Macedonia and considering the
strategic orientation of the Association of Journalists of Macedonia (AJM)
to support own positions on objective manner and verifying the facts, was
conducted this research.
4 AJM notes on media laws from May 2013 http://www.znm.org.mk/drupal-7.7/sites/default/
files/Analzia%20na%20Nacrt%20zakonot%20za%20mediumi%20ZNM%20maj%202013.pdf
5 Action Plan for improving the situation with the media in Macedonia, Macedonian Media
Institute and the Association of Journalists of Macedonia, 2011 available on http://www.znm.
org.mk/drupal-7.7/sites/default/files/Akciski % 20plan_ZNM_MIM_22_March_mk.pdf
6 Trpevska, S., Micevski I. (2014) Why media integrity is important – returning the public interest
on the media and journalism, Macedonian Media Institute
7 Analysis of the broadcasting market for 2013, Agency for audio and audiovisual media
services, p.33, Skopje, 2014, available on http://www.avmu.mk/images/Analiza_na_
pazarot_2013.pdf
8 Trpevska, S., Micevski I. (2014) Why media integrity is important – returning the public
interest on the media and journalism, Macedonian Media Institute
Specifically, AJM for period from October - December 2014 organized
data collection and analysis of the quantity and intensity of published
advertisements and announcements that come from state institutions,
government bodies, public institutions and enterprises, agencies, regulatory
bodies, institutes, state-owned enterprises and other institutions that
perform public functions, as well as local governments and institutions that
are under the jurisdiction of the local authorities9.
This analysis, except that will present efforts of AJM for continuous
monitoring of the advertisers’ share in advertising in the media, in the future
would serve as encouragement and further, in-depth analysis, especially on
the impact of advertising on the way media are reporting in the country.
Moreover, the analysis is expected to contribute to further discussions
with stakeholders about taking appropriate steps for determining clear and
transparent criteria for the scope and ways of spending public funds in the
media.
9 Hereinafter we will use the term “advertisers that use budget funds”
The research, primarily was focused on the assessment of the size of the
expenditure of budgetary funds spent on commercials and advertisements
within select group of print, electronic and Internet media for the period
October to December 2014.
5
II.
PROCEDURE FOR
CONDUCTING
ANALYSIS
2.1 Objectives and methodology applied for access to information
The purpose of the analysis was, first, to determine the frequency of
publication of advertisements and announcements by advertisers that use
budget funds in selected group of print, electronic and Internet media1.
Subject to this analysis are not advertisements and announcements at the
privately owned enterprises or enterprises with partial state ownership that
is less than 50% percents (for example, Telekom). Also, subject to this study
are not journalist articles and columns, as well as other types of copyrighted
texts that are not marked as paid announcements.
Then the second goal of the analysis was to determine the extent of funds
invested in announcements and advertisements at the monitored media. The
amounts were determined according to the official price list of the media2.
Three analysts have registered advertisements and announcements in
print media, through recording the following data:
6
1 The analysis includes additions and special additions that are sold as part of the newspaper
i.e. announcements and advertisements in them.
2 Due to this, the amount of funds paid as determined by this analysis may differ from the
amount that media covered by the analysis would actually the, because the calculations are
made according to the official price list, without being clear whether a discount was made or
another kind of concessions from reported prices
1. Advertiser - subject which is advertised
2. Type of advertisement - all listings are divided to advertisements
in campaigns or announcements
3. Title of the advertisement - the original title of the campaign or announcement
4. Purpose - estimated goal of advertisement / campaign
5. Surface in cm2
When it comes to e-media in the analysis was used summary information
for commercials and advertisements3 in the select group of national television
for period October to December 2014, and these data were obtained from
research agency television ratings “Nielsen”4.
In order, at first, generally to gain insight into the amount of money paid
for advertisements for the web portals in Macedonia through budgetary
allocations from the central and local government, the Association of
Journalists of Macedonia in the period from 01.10.2014 till 31.12. 2014
perform monitoring of the volume and frequency of advertisements published
in six web portals. Because of the commitment these media be subject to
further, in depth research, monitoring at this stage was conducted once per
week and were recorded all advertisements that appear on the main page
of the portal. Thus was determined how many times appear advertisements
financed by the budget. Please note that from the received data it can not
be determined what is the amount of budget funds that each of the portals
received, because there are not registered price lists with clearly defined
prices for the services of these web -portals.
3 Below in the text in identical sense we use the term «government projects and projects of local
government» as originally used the agency Nielsen.
4 The analysis in this case has no details of any discounts or right (invoiced or paid) cost of
broadcasted advertising spots by the media, or the percentage of that amount that is paid. The
cost for those spots which are marked as free advertisement also is not registered.
6. Cost of the advertisement according to the official price list.
7
Pursuant to Article 4 and Article 12 from the Law on Free Access to Public
Information5, AJM asked municipalities to submit information on the total
volume of funds for campaigns, advertisements and announcements in print,
electronic and Internet - media. In addition, it was requested information on
which particular campaigns were paid, according to the media and the period
of funds investment. Out of total submitted 109 requests the answer was
received from 88 and 21 institutions have not answered the request.
2.2 Media included in the analysis
The analysis covered media that publish news and information content.
Their selection is made by:
• Type (print, electronic and web portals)
• The impact that can have on the audience, i.e. according to viewership,
readership and ratings,
• The language used (Macedonian, Albanian).
Daily newspapers:
Sloboden Pechat, Vest, Dnevnik, Nova Makedonija, Utrinski Vesnik,
Vecher, Koha, Lajme;
Weekly newspapers:
Capital, Fokus, Republika;
TV - stations:
MRT, MRT 1 / MRT2, Kanal5 (covering Kanal 5 Plus), Sitel (covering the
Sitel 3), Alsat M, TV 24 Vesti, Telma, Alfa
Web portals:
8
Kurir, Plus Info, Press 24, Netpress, Libertas and A1 On.
5 Official Gazette no. 13/06; 86/08, No. 6/10 and br.42 / 14)
III.
3.1 General conclusions
The analysis showed that e-media, within the analyzed time period, were
invested a total 5,306,107 euro, which is largely a significantly greater amount
than in the print media, as proven by data below.
In relation to the printed media that eight dailies and three weeklies in the
period from October - December 2014 year are invested 657,759 euro.
Municipal government has invested most funds in the newspapers Nova
Makedonija, Lajme and Koha. Central government, however, in this period
most invested in Koha, then Dnevnik on second and Vecher on third place.
Out of the analyzed weekly in period from October - December 2014, the
central government has invested most in Republika.
RESEARCH
RESULTS
Out of the analyzed web portals was noted that advertisements from
public funds, in the analyzed period, are largely notices at Kurir and Press 24.
As for the volume of broadcast advertising spots in the period October December 2014, the most are recorded in the public service (MTV 1 and 2 as
well as the parliamentary channel) i.e. total 15,492 broadcasts, which is far
more than broadcasted advertising spots at any other medium.
9
3.2 Government projects and projects of local government in national television
According to the agency Nielsen, most funds from government projects
and projects of local government in the period October-December 2014 were
invested in Kanal 5. The total amount is 1,415,470 euro. Second TV in which
has been invested the most in advertising and announcements is TV Alfa with
total of 1,408,698 euro, TV Sitel is third with 1,074,480 euro. In the specified
period at least has been invested in TV Telma, the amount is 88 382 and
Televizija 24 Vesti with amount of 138 789 euro.
KANAL 5
ALFA
PUBLIC FUNDS OF GOVERNMENT
AND LOCAL GOVERNMENT PROJECTS
(IN EURO)
SITEL
ALSAT М
MTV
24 VESTI
TELMA
KANAL 5+
SITEL 3
75
88.382
138.769
447.455
472.066
1.074.480
1.408.698
1.415.470
0
KANAL 5
OTHER INSTITUTIONS
(IN EURO)
ALFA
SITEL
ALSAT М
SITEL 3
21.960
52.500
60.760
111.960
10
7.020
Figure 1. Overview of government and local government projects at the national TV for period
from October - December 2014 (in euro)
The largest volume of funds from the central government and municipalities
within the analyzed national television were invested in December, 2,125,341
euro, and then in October 2,007,620 euro. A detailed overview of the invested
funds from central and local government individually for each media and by
months is given in Appendix 1 of this document.
2.007.620
2.125.341
October
December
November
1.173.146
Figure 2. Volume of funds invested through government projects and projects of local
governments in national television by months (in euro)
11
3.2.1 Scope (representation) of advertisements and
announcements in national television
Overall, most broadcasts of commercials in the period October-December
2014 are reported at Parliament channel (MRT), i.e. 15 492 broadcasts,
which is far more than broadcasted commercials in any other medium. By
comparison, the volume of broadcasted advertising and announcements in
Alfa TV is 788, and 24 TV Vesti is 589.
The three most common campaigns in the analyzed time period are
Promotion of basic family values, Explore Macedonia and Respect the rules,
respect the life.
Promotion of
basic family values
Explore Macedonia
847
1.196
Respect the rules, respect the life
12
659
Figure 3. The most campaigns in national televisions within period from October - December
2014
3.3 Advertisements and announcements in print media (daily and weekly newspapers)
3.3.1 Advertisements and announcements from the central and local government in newspapers
Koha
Vecher
Dnevnik
Nova Makedonija
32%
19%
19%
18%
Lajme
Utrinski Vesnik
Vest
Sloboden Pechat
7%
4%
2%
0%
Figure 4. Volume of invested funds by the central government in the newspapers in October December 2014
Analyzing the investment from the central government separately in
newspapers for the period from October to December 2014 it was shown that
sweeping highest are present at Koha with amount of 122 078 euro. That is 32%
of the total funds invested by the central government in the daily newspapers
in the period from October to December 2014. Followed by Dnevnik with 71
617 euro and Vecher with 69 964 euro.
13
As for the local government, as shown in Figure 5 below, it has mostly
invested in Nova Makedonija, i.e. 77 858 euro or 29% of the total funds
invested in the daily newspapers from October to December 2014. Followed
by Lajme with 60 617 euro or 22% of invested fund and third, Koha with
44 546 euro or 17% of invested funds. The local government has least
investment in the newspaper Vest, i.e. total amount of 3.860 euro.
14
Nova Makedonija
Lajme
Koha
Vecher
29%
22%
16%
15%
Utrinski Vesnik
Dnevnik
Sloboden Pechat
Vest
7%
6%
4%
1%
Figure 5. Volume of funds invested by local government newspaper in October - December
2014
Overall, in the period from October to December, the central and
municipal governments have invested most of funds for advertising in the
newspaper Koha with the amount of 166,624 euro. It is interesting that in this
medium the central government invests more from the local, as shown by
the graph below. According to the total volume of investments from central
and local government together, the second medium is Nova Makedonija,
with invested funds of 144 952 euro. Third medium is newspaper Vecher with
amount of 110,089 euro. In Dnevnik are invested 88,027 euro and 85,105
euro in Lajme. At least funds from national and municipal government in
this quarterly period were invested in the newspaper Sloboden Pechat with
amount of 9366 euro.
DNEVNIK
VECHER
PUBLIC FUNDS
OF GOVERNMENT PROJECTS
(IN EURO)
NOVA
MAKEDONIJA
LAJME
71.617
122.078
UTRINSKI
VESNIK
SLOBODEN PECHAT
VEST
24.488
67.096
69.964
268
6.410
14.740
KOHA
PUBLIC FUNDS
OF LOCAL GOVERNMENT PROJECTS
(IN EURO)
NOVA
MAKEDONIJA
LAJME
KOHA
77.858
VECHER UTRINSKI
VESNIK
DNEVNIK
SLOBODEN
PECHAT
VEST
3.860
9.087
16.410
18.209
40.125
44.546
60.617
Figure 6. Review of budget funds invested in newspapers in October - December 2014
15
3.3.2 Advertisements and announcements from the central and local government in weekly newspapers
In relation to the funds invested in the weeklies, the amount of money
that is paid is significantly lower than the amount in the daily newspapers.
Out of these media, most funds are invested in the Republika by the central
government, i.e. 5989 euro. In Kapital were invested 1,850 euro and in this
media has no invested funds from the local government. The local government
has invested only in the Fokus with the amount of 2.478 euro and in this
medium there are not invested funds by the central government.
REPUBLIKA
FOKUS
KAPITAL
5.979
16
2.478
1.850
Figure 7. Overview of invested budget funds in weekly newspapers in period from October December 2014
3.4 Advertisements and announcements in web portals- brief insight
• The web - portal Kurir (kurir.mk) in this quarter appear advertisements
from 9 state and other bodies funded by the budget, total 32 times.
• Advertisements from the budget Municipality of Centar in this
quarterly period were recorded at web - portal A1on (a1on.mk),
appeared 12 times and on the web - portal Libertas (libertas.mk),
total 7 times.
• At the portal Netpress (netpress.mk) does not appear any
advertisement financed by the budget. It is the case with web - portal
Plusinfo (plusinfo.mk).
• Then, the portal Press24 (press24.mk) for three months are recorded
advertisements from 3 state and other bodies funded by the budget,
total 7 times.
17
ATTACHMET 1 – Volume of invested funds by the central government
ALFA
KANAL 5
(IN EURO)
SITEL
ALSAT M
MTV
24 VESTI
TELMA
81.982
182.487
422.335
519.060
523.920
KANAL 5+
SITEL 3
0
20.648
46.036
KANAL 5
OTHER INSTITUTIONS
(IN EURO)
SITEL
ALFA
ALSTA M
SITEL 3
21.960
30.400
33.300
111.960
7.020
Figure 1. Government and local government projects at the national televisions in October
2014 (in euro)
18
0
in the newspapers according months
ALFA
SITEL
(IN EURO)
KANAL 5
ALSAT M
24 VESTI
TELMA
86.107
185.970
251.590
264.197
287.017
KANAL 5+
SITEL 3
75
31.182
67.008
0
OTHER INSTITUTIONS
(IN EURO)
KANAL 5
ALSAT M
SITEL
ALFA
0
SITEL 3
120
0
0
MTV
0
Figure 2. Government and local government projects at the national televisions in November
2014 (in euro)
19
KANAL 5
(IN EURO)
ALFA
SITEL
ALSAT M
MTV
24 VESTI
TELMA
KANAL 5+
SITEL 3
0
36.552
25.725
101.276
203.472
400.555
597.751
710.440
OTHER INSTITUTIONS
(IN EURO)
ALFA
SITEL
SITEL 3
KANAL 5
ALSAT M
19200
0
0
0
30360
20
0
Figure 3. Government and local government projects at the national televisions in December
2014 (in euro)
IV.
T
he allocation of state advertising and announcements in the media
is almost always raising the question about which media receive
funding on the basis of which criteria. That question arises from
this analysis, by following the conclusion that the state advertising
continues to be realized in a non-transparent way. Also nontransparent is information about the net amount received by the individual
media advertisers.
On the other hand, it is indisputable that as long as the government
continues to be one of the biggest advertisers in the media in the country
there is high potential and risk of corruption in this sphere. The bigger share
of government advertising in the media is, it creates more opportunities to
influence the editorial policies.
Suspicions that government funding of media can be political instrument,
is confirmed by this analysis. In fact, the findings indicate that the more
is invested in the media, which by the way of informing show support and
affection towards the Government and less support for media that are critical
of government policy. Analysis by type of media, confirmed that television
continues to be area in which is mostly invested, in volume of funds by central
and local government. The funds invested in television are not determined on
the basis of data for metering.
CONCLUSIONS AND
RECOMMENDATIONS
21
This analysis at the same time showed that there were no adequate
systems and procedures in all institutions that will allow quick and easy
registration of information about investments in advertisements and
announcements by which was hindered the process of ensuring accurate
and relevant data. It imposed the need for individual analyze of each of the
media included in the analysis.
Given that this time, again was confirmed that in the media have been
invested substantial resources from public funds, there is need for strong
mechanisms for accountability and responsibility to determine that the
funds are used in effective, efficient and economical manner.
Advertising in the media can be acceptable way through which
governments and public institutions inform or represent their policies,
programs or services as long as such role does not involve irresponsible
spending of public funds or when they serve to the party - political purposes
rather than the public interest.
Although government advertising and advertising of the public
institutions in the media can help in transferring certain goals in informing
the public, as we have pointed out, it is often the subject of discussion
and different interpretations, particularly about the possibility for their
exploitation for party - political purposes. And this analysis undoubtedly
indicates the need for analysis of the impact of advertising on the way is
shaped and implemented the editorial policy of the media.
The advertisers may have significant impact on what is in and what is stated in
media. The funds that are invested in the media can influence the reporting by:
• Impact on topics, stories or issues that media usually report
• Impact on the way reporting on matter, subject or story i.e.
the angle and tone that is given when is discussed certain topic
(building media frames) or through
• Convincing the media to pay attention to a theme, story, question,
or do not report about is at all (removing the topic from the media
agenda)1.
22
1 Croteau, D., Hoynes, W. (2005), The Business of Media – Corporate Media and the Public
Interest, Sage Publications Inc, second edition
The lack of a clear strategy about government advertising and advertising
of public institutions in the media can continue to affect the way is perceived
the role of such investments on the media information policy.
• Clear, regular and transparent information on advertising activities
and expenditures of public institutions in the media
• Existence of clear legal criteria for media in relation to the advertising
and announcement costs from public funds
• Regular publication of reports and analysis for market research on
advertisements and media advertising.
Recommendations on the creation of such strategy, basically, would focus
on the following:
23
PUBLIC FUNDS
IN THE MEDIA
The German and the French Embassy in Skopje supported the
preparation of this publication, within the project “Monitoring
the implementation of media legislation and court practice in
Macedonia” . The content of this publication does not necessarily
reflect the position or the opinions of the German and the French
Embassy.

IN THE MEDIA

Transcription

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