Objašnjenje u vezi sa podacima o troškovima predizborne kampanje
Saopštenje za javnost
Objašnjenje u vezi sa podacima o troškovima predizborne kampanje
Kod prenošenja podataka koje je Transparentnost – Srbija iznela na konferenciji za štampu u petak, 11. maja 2012 u medijima, u većem broju slučajeva je došlo do pojednostavljenog i nepotpunog prenošenja iznetih podataka ili nedovoljno precizne interpretacije tih podataka. Radi sticanja ispravnije i potpunije slike o prikazanim podacima potrebno je uzeti u obzir sledeće:
- Još jednom napominjemo da su sve cene oglašavanja na televizijama za pojedine koalicije i političke stranke, kao i pojedine vrste izbora izračunate na osnovu cenovnika emitera i podataka o broju i trajanju oglašavanja. Kao što smo na konferenciji za štampu i u materijalima koji su prisutnima deljeni napomenuli, sve cene su prikazane bez obračunatog popusta na količinu. Takođe napominjemo da Transparentnost Srbija nema saznanja o tome da li su emiteri i učesnici u kampanji ugovarali oglašavanje na osnovu cenovnika ili po nekim drugim kriterijumima. Precizne podatke o načinu ugovaranja i cenama po kojima će reklame biti plaćene smo dobili od RTS, RTV i STB (na osnovu zahteva za pristup informacijama), ali ne i od privatnih emitera, kojima smo takođe uputili molbu za dostavljanje ovih podataka. Usled toga nije, ili barem nije u potpunosti ispravno, reći da su stranke „potrošile“ navedenu količinu novca za oglašavanje na TV stanicama (odnosno, da su TV stanice „zaradile“ navedenu sumu), jer će količina stvarno utrošenog/zarađenog novca zavisiti od toga koliki su popust za oglašavanje učesnici u kampanji dobili kod emitera i da li su emitovane reklame u celini plaćene tokom kampanje ili je plaćanje odloženo. Javnost će to saznati tek kada stranke, koalicije i grupe građana predaju svoje zvanične izveštaje o troškovima kampanje (po Zakonu, dostavljaju se u roku od mesec dana od dana proglašenja konačnih izbornih rezultata, za svaki izborni proces pojedinačno Agenciji za borbu protiv korupcije), kada Agencija utvrdi da su ti izveštaji tačni i poptuni ili ranije, ako učesnici na izborima i mediji ove podatke saopšte.
- U vezi sa popustima za oglašavanje, napominjemo da oni nisu zakonom ograničeni, tako da sume koje će učesnici na izborima platiti za kampanju kod privatnih emitera mogu biti i znatno manji od onih koje smo objavili, dok će u odnosu na oglašavanje kod RTS, RTV i STB biti jednaki ili znatno bliži ciframa koje smo objavili. Međutim, bitno je takođe znati da je članom 9. st. 1. Zakona o finansiranju političkih aktivnosti iz 2011. propisana obaveza da se kao prilog političkom subjektu evidentira i prijavi i svaka usluga koja je pružena pod uslovima koji odstupaju od tržišnih. Takođe, Opšte obavezujuće uputstvo RRA iz 2012. obavezuje emitere da svim zainteresovanim izbornim listama, odnosno kandidatima obezbedi pod jednakim programskim, tehničkim i finansijskim uslovima emitovanje njihovog priloga u okviru predizbornog plaćenog termina i predizbornih oglasnih spotova. Drugim rečima, ukoliko popusti koje emiteri budu primenjivali prema različitim učesnicima na izborima budu veći od uobičajenih na tržištu ili se budu značajno razlikovali u zavisnosti od toga koji ih politički subjekt plaća, takvi popusti moraju biti prikazani kao prilog političkom subjektu u smislu Zakona. U tom smislu, podaci koje smo izneli na konferenciji za štampu 11.5.2012. mogu predstavljati značajan indikator kod poređenja prijavljenih rashoda i kod uočavanja eventualnih netržišnih popusta, iako ne predstavljaju podatak o ceni koju su učesnici na izborima stvarno platili ili koju će platiti za svoje TV ogašavanje.
- U nekoliko medija je objavljeno da je ova izborna kampanja bila višestruko skuplja u odnosu na prethodne parlamentarne izbore. U stvari, kao što je na konferenciji za štampu predstavljeno, poređenje je vršeno u odnosu na predsedničku izbornu kampanju 2004. i na parlamentarnu izbornu kampanju 2006/2007. godine, a ne u odnosu na prethodne parlamentarne izbore (2008.).
- U više medija su izneti podaci o troškovima kampanje pojedinih stranaka i koalicija (podsećamo, prema cenovnicima televizija, bez popusta, kao što je napomenuto u tačci 1 i 2) za pojedine vrste izbora (parlamentarni, predsednički). Ovi podaci su uglavnom verno preneti iz materijala koji je predstavljen na konferenciji za štampu[1]. Međutim, objavljeni podaci mogu u izvesnoj meri dovesti do pogrešnih zaključaka o ukupnim troškovima pojedinih stranaka i koalicija u situacijama kada mediji nisu prenosili da su pored ove dve kategorije kampanja (predsednički, parlamentarni), posebno prikazani i podaci za druge vrste kampanja (pokrajinski izbori, lokalni izbori, antikampanja). Takođe, napominjemo da se prikazani podaci na grafikonima koje smo podelili prisutnima po vrstama izbora odnose samo na emitovane spotove (cena bez PDV-a i popusta), a ne i zakupljene termine, što možda nije bilo dovoljno naglašeno sa naše strane, a mogao je da se stekne utisak da su troškovi po cenovnicima TV kuća niži nego što zaista jesu.
Obaveštavamo Vas da su materijali koji su deljeni na konferenciji za štampu dostupni su na adresi:
http://www.transparentnost.org.rs/index.php?option=com_content&view=article&id=187:monitoring-finansiranja-izborne-kampanje-2012&catid=14:vesti&lang=sr&Itemid=
Molimo da nam se obratite ukoliko je potrebno dati dodatna objašnjenja.
Transparentnost – Srbija
Beograd, 15. maj 2012.
[1] Transparentnost – Srbija je od agencije AGB Nielsen naručila i dobila podatke o broju i trajanju emitovanih spotova i plaćenih termina na TV stanicama sa nacionalnom frekvencijom, RTV i STB, kao i drugim TV stanicama koje ta agencija prati, kao i podatke o vrednosti tih spotova i plaćenih termina prema zvančnim sekundnim cenovnicima TV stanica. U nekim slučajevima cenovnici nisu potpuno egzaktni, npr. u pogledu dužine oglašavanja koja prekoračuje standardni termin, pa su stoga i cene orijentacione prirode. Tako su pri obračunu vrednosti emitovanih plaćenih termina korišćeni zvanični cenovnici koji se odnose na na cenu datu za 5-minutni ili 30-minutni interval, obzirom da su emitovani plaćeni termini značajno varirali u trajanju. Procena investicija na osnovu tih parametara je bila data bez PDV-a i popusta. Dalju obradu tih podataka i pripremu materijala za konferenciju za štampu vršila je TS.
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