Project obliges Legislative, Executive and Judiciary to buy at least 20% of space in regional media – News of Brazil
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Bill 2020/23, authored by the Federal Deputy, Acácio Favacho (MDB/AP), establishes criteria for the purchase of media by the bodies of the Legislative, Executive and Judiciary Powers, of at least 20% of the funds allocated to advertising by these bodies to regional media outlets.
Data from the Social Communication Secretariat of the Presidency of the Republic confirm the concentration of official publicity funds in very few media groups. In 2022, for example, the five media groups that received the most advertising funds from Presidency campaigns were Globo, Record, SBT, Band and Facebook, which managed more than 50% of the total spent on media acquisition.
“Regional media need the guarantee of their advertising space also for large official advertisements. It is important to deconcentrate official advertising budgets in the major media to strengthen regional and local media”explains Acacia.
The proposal also promotes some adjustments to allow community or educational radios and educational TVs to broadcast state advertisements. The text also defines and expands the broadcast reach for commercial radio stations, independent commercial television stations, and printed or electronic media, with total content aimed at local or regional dissemination, whose headquarters are located in small municipalities.
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