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Official Publicity

Strengthening regional media assures more access to information

The Lula government established the concept of technical media, to cover all of the budgeted funds for publicity to which each vehicle communication has a right.

It is important to remember that these public announcements represent a large part of the publicity funding that any vehicle of communication – even the large ones, receives. They are funds used for publicizing vaccination campaigns, the enrollment periods for Enem, and the access to housing through Minha Casa, Minha Vida, as well as a wide variety of other services that contribute to helping the citizen take full advantage of his rights.

Previously, smaller vehicles rarely received public announcements from the government, although they have all the conditions to bring this kind of public-interest information to the population. In the majority of cities in the interior, and even in some Capital Cities, it is precisely these vehicles that guarantee the citizen access to the information that is most important to his daily life. Therefore, to be able to communicate with the majority of the Brazilian public, it is not only important, but necessary to announce in these vehicles.

Using the concept of technical media, budgeted funds for publicity began to be proportional to the circulation or audience of the vehicle. If a television station has 20% average audience, it should have 20% of the publicity funding from the federal government for TV.

The result is during the governments of the Workers Party (PT), Federal publicity spending reach more vehicles and more municipalities. And this means that more people are guaranteed their right to public information. The results are significant. In 10 years, the number of vehicles of communication able to receive publicity funding from the federal government increased from 499 (2003) to 9663 (2013).

The concept of technical media and regionalization of publicity allowed both the democratization of publicity spending as well as access overpopulation to fundamental information for their daily lives.