W

hen it comes to media moguls and politics, it used to be between Aburizal Bakrie and Surya Paloh but now Hary Tanoesoedibjo of MNC has entered the fray.

Like every politician, advantages must be utilized to survive and thrive in Indonesia'€™s merciless political arena. These three have that opportunity and so we can expect to see them advertising their parties (and themselves) on their respective channels from time to time. It is not even 2013 and we are exposed to Aburizal Bakrie'€™s commercial.

I do not criticize their techniques. They have the resources so why not use them? To not do so is like leaving an opportunity stone cold in the streets.

However, will intensive flashes of 30-second commercials be enough to win the hearts of the people? If it was Jakarta 15 years ago, it might have been enough. Even so, Indonesia is not the same as it was and it is going to take a lot more than picturesque shots of flowers and happy farmers to convince everyone.

I am not saying that it does not help. It does. But the effectiveness of commercials may not have had the lasting impression it might have had all those years ago.

It may be an advantage but it is not the golden ticket.

Raafi Seiff
Jakarta