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Η απόλυτη κυριαρχία της τραπεζομιντιακής δικτατορίας συνεχίζεται ...

Ο νόμος για την υποχρέωση των ελληνικών τραπεζών να δημοσιεύουν αναλυτικά τα ποσά που δαπανούν για διαφήμιση σε ΜΜΕ μπορεί να άργησε επί χρόνια για προφανείς λόγους, ωστόσο η πρόσφατη ψήφισή του είναι ένα σημαντικό βήμα προς τη βελτίωση της διαφάνειας. Παρότι πάντα υπάρχουν πολλοί τρόποι μη εμφάνισης όλων των πραγματικών διαφημιστικών και άλλων πακέτων προς μέσα και «φιλικούς δημοσιογράφους», από τα αναλυτικά στοιχεία που έδωσαν οι 4 συστημικές τράπεζες και η μικρότερη Attica Bank προκύπτουν ενδιαφέροντα συμπεράσματα για τις κοινές αλλά και τις ιδιαίτερες «προτιμήσεις» του ελληνικού τραπεζικού συστήματος προς τις εταιρείες μέσων ενημέρωσης. Η επεξεργασία αυτών των στοιχείων οδηγεί σε πολλά συμπεράσματα, εντοπίζει κραυγαλέες περιπτώσεις ευνοϊκής μεταχείρισης φυσικών προσώπων και εταιρειών και αποτυπώνει με έναν άλλο τρόπο τις στενές, σχεδόν «διάφανες» σχέσεις των ΜΜΕ με την οικονομική ελίτ, προκαλώντας εύγλωττα ερωτήματα.

2 - Ψεκάστε, σκουπίστε, διαφημιστείτε!

Κάπου εδώ έρχεται η διαφήμιση στα μέσα ενημέρωσης. Το 2015, σε μια χρονιά που τα τραπεζικά προϊόντα ήταν ανύπαρκτα (δεδομένων των συνθηκών), οι τράπεζες αποδείχθηκαν ιδιαιτέρως γενναιόδωρες προς τα μέσα ενημέρωσης. Και σε κάποια συγκεκριμένα, πολύ περισσότερο. Δεν γνωρίζουμε βέβαια το τι προηγήθηκε, μια και μόλις φέτος έγινε υποχρεωτική η δημοσίευση.

Το βέβαιο είναι ότι δόθηκαν δεκάδες εκατομμύρια ευρώ για να διαφημιστούν οι τράπεζες μέσα από τα ΜΜΕ... στους πολίτες! Θυμίζουμε ότι τα μεγάλα ΜΜΕ (είτε ως εταιρείες είτε ως προσωπικά δάνεια των ιδιοκτητών) έλαβαν δάνεια από τις ίδιες αυτές τράπεζες που ανακεφαλαιοποιήθηκαν «κατά συρροή» και τα τροφοδότησαν εκ νέου.

Ενδεικτικά: Σύμφωνα με τα στοιχεία 11 μιντιακές επιχειρήσεις έχουν δάνεια σε τέσσερα πιστωτικά ιδρύματα (Εθνική Τράπεζα, Τράπεζα Πειραιώς, Eurobank, Alpha Bank) που φτάνουν συνολικά τα 808.830.190 ευρώ! Από τους μιντιακούς ομίλους, ο πλέον υπερδανεισμένος είναι ο ΔΟΛ (Σταύρος Ψυχάρης), που συνολικά οφείλει και στα τέσσερα πιστωτικά ιδρύματα περισσότερα από 197 εκατ. Ευρώ.

Ο «Πήγασος» (Μπόμπολα) πήρε δάνεια 157,9 εκατ. ευρώ, οι «Καθημερινή» και ΣΚΑΪ (Αλαφούζος) 105 εκατ. ευρώ, ο ΑΝΤ1 (Κυριακού) μαζί με το Μακεδονία TV έχουν δάνεια που αγγίζουν τα 170 εκατ. ευρώ («Εφ.Συν.» 17/10/2015).

Οι κυκλοφορίες, οι τηλεθεάσεις και οι ακροαματικότητες μπορεί να είναι με μια πρώτη ματιά ο γενικός «οδηγός» κατανομής των ποσών της διαφήμισης, αλλά σε καμιά περίπτωση δεν είναι κανόνας απαραβίαστος.

Για παράδειγμα, μπορεί μία εφημερίδα να λαμβάνει ένα μεγάλο ποσό λόγω της καλής κυκλοφορίας της, αλλά αν προστεθούν μαζί και τα πακέτα διαφήμισης που ο ίδιος ιδιοκτήτης λαμβάνει για τα άλλα έντυπα ή ηλεκτρονικά μέσα που διαθέτει (είτε είναι πετυχημένα είτε όχι) τότε το ποσό εκτοξεύεται με αποτέλεσμα να είναι βέβαιο ότι η τράπεζα δεν προκρίνει την κυκλοφορία ή την ακροαματικότητα αλλά τον συγκεκριμένο ιδιοκτήτη και τον επιχειρηματικό του όμιλο.

Επιπλέον, οι προτιμήσεις της κάθε τράπεζας γίνονται φανερές όταν, για παράδειγμα, ενώ οι 4 τράπεζες σε μια μιντιακή εταιρεία διαθέτουν περίπου τα ίδια διαφημιστικά πακέτα, η πέμπτη τράπεζα πολλαπλασιάζει «ανεξήγητα» το δικό της πακέτο.

Παράδειγμα: η Ραδιοτηλεοπτική Α.Ε. (Κανάλι Ε) πήρε 15.000 από τις τέσσερις τράπεζες και 102.037 ευρώ από την Εθνική Τράπεζα. Τέλος, σε κάθε τράπεζα εμφανίζεται ξαφνικά μια εταιρεία σχεδόν άγνωστη που για κάποιο λόγο παίρνει ένα μεγάλο ποσό εντελώς άσχετο από την κατάταξη της εταιρείας σε οποιαδήποτε σειρά προτίμησης του κοινού.

Ενδεικτικά: Η ΚΥΚΛΟΣ Α.Ε. (εταιρεία διαχείρισης απαιτήσεων χρηματοπιστωτικών ιδρυμάτων) πήρε από την Πειραιώς 98.000 ευρώ, ενώ η Μονοπρόσωπη ΕΠΕ Κουρής MEDIA GROUP 68.000 ευρώ. Η ISOBAR IPROSPECT A.E. (πρώην Mindworks S.A.) 270.000 ευρώ από την Εθνική. H FREENET ΕΚΔΟΤΙΚΗ A.E. («Σοφοκλέους in», «free money») πήρε 64.000 ευρώ από την Attica. Η TAILWIND EMEA Ltd. (με έδρα τη Βουλγαρία) 91.864 ευρώ από την Eurobank.

Τα διαφημιστικά αυτά πακέτα, ειδικά όταν ξεπερνούν ακόμα και την πλέον στοιχειώδη λογική ισοκατανομής, συνοδεύονται από άρθρα, ρεπορτάζ και ολόκληρα αφιερώματα (με ή χωρίς υπογραφές) για το εξαιρετικό «έργο» της κάθε τράπεζας και του κάθε τραπεζίτη. Αυτά γίνονται προφανώς με οδηγό την... αντικειμενική δημοσιογραφία, τη δεοντολογία και την ελευθεροτυπία!

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