Zainuddin Maidin Urges Transparency!!
What got Lord Zam all heated up was that an agency which carried out the ratings system for television programmes in the country, gave RTM the thumbs-down. That's all. Our man flew into a rage, castigated the agency for unfair practices, favoritism and said that it "did not present the true picture when publishing the ratings report on television programmes in the country. Although RTM (Radio and Television Malaysia) has made various changes, what we get from the ratings report is most disappointing. I feel the report presented only favoured certain quarters and was not fair to RTM."
In the first place no ratings agency would dare to discriminate RTM or openly be biased towards anyone else. Apart from risk to its credibility, the agency would have to face the wrath of the government if it is not honest in its findings. Therefore there can be no question of fiddling data and presenting a wrong picture. What Lord Zam does not want to accept is that RTM, despite all the superficial changes it has made, is simply not up to par. That is the honest truth.
And how does our Darth Vader of the information Darkside propose to overcome this 'problem' with ratings? True to form in the impatient, dictatorial fashion of the previous era he demanded a reorganisation and merger of the different associations and agencies, which ostensibly would give a more 'favourable' and semuanya ok type of report. The associations are the Association of Accredited Advertising Agencies, Advertising Association and the Media Specialist Association.
As such, the minister proposed that the three major advertising associations in the country be merged to form their own ratings agency. Zainuddin said this was to enable the ratings system to be more transparent, to provide a 'check and balance' and to maintain neutrality. "I believe such an agency would receive more recognition from the advertisers for its reports as it came from the association itself and done for their own good. I will give appropriate assistance for the purpose and RTM will be its first client if the setting up of the agency became a reality," he said.
In essence what Lord Zam is saying is "you chaps had better change, configure and merge, and in the process close-out the 'dishonest' agency which gave that biased report. In future all ratings should be 'transparent' and it should show that RTM is tops. Do this and I'll be the first to make sure that it is worth your while. You scratch my back and I'll scratch yours."
Welcome to the world of transparency, Lord Zam style!