Oh dear. I’m knackered today. We had a dinner party at my good friend (Dr) Sggie’s house. If it weren’t for Minnie, I would have spent the whole night talking to two people who are involved in the local media scene and I’d like to share one of the many conversations we had.
We started off by discussing the pleasant absence of Tista’ Tkun Int and drank to its lack of presence from our airwaves. We must have drink a whole bottle of champagne to that; but that’s irrelevant now.
Then we discussed the quality of the programmes on air, the budgets, costs of production, lack of talent, and other interesting topics. This led us to party-owned stations and their pointlessness. I really wished that Paul and Jason were there as I would have loved to ask them if they really intend to keep running their TV stations.
Running a political party doesn’t come cheap. So why add a massive burden to their finances? The problem is that Net and One are highly unlikely to sway an election result. This is usually determined by the floating voters who in turn do not fit the profile of a Net or a One viewer. Anything but that.
Hence, essentially, what these stations are doing is: preaching to the converted. They’re contributing to the useless political divide. The unnecessary polarisation between cousins and second cousins living on a rock that’s practically as big as Heathrow Airport (well, not quite, but you get the drift). So let’s work out this syllogism to test if it makes financial sense for political parties to on their tv stations or not:
1. Television is very costly: both in terms of producing material, and in terms of managing and running it
2. The main source of revenue for tv is advertising
3. There are very few companies who can afford to run constant advertising campaigns on television
4. These few companies have, in turn, very limited budgets
5. The vast majority of Net and One supporters are avid party supporters: hence they’re preaching to the converted
6. Both stations are running at a big loss
7. Political parties need a lot of money to pay their employees, fund research, and fund their campaigns
8. Political parties need to spend a lot of time discussing policy and strategy
9. The losses perpetrated by the political stations are forcing their owners to spend a lot of time thinking about mitigating these problems – instead of discussing policy
10. The major goal for every political party is to win elections – which requires attracting the biggest possible number of votes
11. The political stations are mainly watched by party loyalists
12. Very few floating voters watch party stations regularly
13. The only exception to 12 may be the main news bulletins
14. Floating voters determine who wins the elections
15. The number of floating voters is on the rise year after year
I think that even my dog Osama will conclude that the above points show that there are more –s than +s for political parties to have their own stations.
Now put this within this island’s context. Less than 50% read at least 1 book per year. The education system (up to university) makes it damn right sure that our students do not form an analytical frame of mind.
Just look at the way westerners discuss issues (very dispassionately), and look at how the Rockers look at any given issue. We tend to look at issues passionately, get worked up about it and most of the time put our religious and/or political paradigm blinkers on. Most of the time people also tend to embark on a fault finding goose chase to see whom they’re going to pin the blame on – even if it is completely irrelevant to the issue.
Some might argue that we’re Mediterranean, therefore we have to be passionate. Not necessarily. Just look at our neighbours who live on the boot peninsula. Despite them being passionate, they can discuss serious issues very logically and in an articulate manner.
So, many individuals are not analytical, but they’re passionate. They are brought up in families who ram the parents’ own beliefs down the children’s throat. The children are not analytical and they are likely to ‘inherit’ the beliefs. Now, at some point in life, something may happen to them and their beliefs are challenged. Because these beliefs are not based on logic, and there is no ownership, these tend to be rejected as a whole. In the same way that they found their way inside the individual’s heart and mind as a whole, they find their way out as a whole.
Moreover, some people’s disgust towards politicians (and priests) is increasing on a daily basis. Just listen to the sweeping statements uttered in intellectual circles around a bar (or a kazin) table. The Rockers are losing their confidence in the same classes that their fathers used to once, literally, adore. Just look at the arguments against the proposal of having a parliament building instead of the opera house, and you’ll see that these are more a case of anti-politicians than being anything else.
The realisation by these same individuals that the political parties are fuelling the divide between the islanders’ indignation towards politicians. Some people actually cite the unnecessary divisive language, half truths, and sound bites used by the party media to fool the viewer. “In-nies m’ghadhomx cwiec” they utter, and then they go on about how ALL politicians are corrupt, are “in it for the money”, are only interested in fooling people, all they care about is their own pockets, etc, etc. Once again, generic statements as a result of lack of analytical training.
So basically, what I want to point out is that in the long run, political party stations are not only a massive burden on the parties’ finances, but they’re also having a boomerang effect on the political class.
Isn’t it high time for Paul and Jason to sit around a table and bite the bullet? Is it worth squandering all this money for just a few months every five years? Why don’t they just broadcast in the run up to and during the electoral campaign?