One of the legacies left behind by caretaker Prime Minister Thaksin Shinawatra will be his comprehensive interference in the mass media over a period of 5-6 years.

But just as Thaksin was publicly suggesting he might leave politics, his allies have launched a series of new and traditional media outlets whose common purpose is to shore up the embattled leader.

Those behind the new pro-government newspapers, satellite TV channels, community radio stations and websites are determined to ensure Thaksin's image is constantly positive in the public eye.

The People's Alliance for Democracy (PAD), which has been leading the anti-Thaksin movement for nearly a year, has already succeeded in advancing its cause through online and cable TV programming, websites, radio stations, e-mails and short text messages, not to mention other traditional media outlets.

The media strategy has become so popular the anti-Thaksin movement is now nationally significant, especially in the big cities.

In response, Thaksin's allies believe they should counter by launching similar programming to boost the premier's popularity.

So far they have launched MV1 online, a cable TV programme, a weekly newspaper called The Reporter, radio programmes on FM 93.25 MHz and several news websites, such as www.weekendcorner.com.

The emergence of these media outlets - both for and against the prime minister and his party - has led to allegations they are self-serving "pseudo" organisations operating outside the boundaries of the established media.

Friday evening was a good example of how the two opposing sides battle it out for the public's support.

At 8.20pm the anti-Thaksin camp announced on its popular website www.manager.co.th there would be a big rally at Sanam Luang on Wednesday to demand Thaksin not return to Thailand from his current trip overseas.

A few minutes later on the pro-Thaksin website www.weekendcorner.com, a posted message said: "Let's prepare lots of khai nao (stinking eggs), as many as you can, and meet at Sanam Luang."

What exactly is "pseudo media"? Which media outlets are genuine? Who will judge? Who should be judged? These are among the questions raised by those in the media and related circles.

Executives of the pro-Thaksin MV1 TV channel declined to be interviewed, but others were happy to join the debate.

Chawarong Limpattamapani, secretary general of the National Press Council (NPC), said it was bad that both sides were facing off in this manner, as it could lead to violence.

The NPC, the Thai Journalists Association (TJA) and the Thai Broadcast Journalists Association (ThaiBJA) have warned that these media outlets are politically dangerous.

"Apart from the ongoing control and use of the media by state authorities, there is [also] an attempt to create pseudo media for the sake of political benefit rather than the public's [benefit]," said a joint statement issued on September 4.

Laddawan Charoensuk, the editor of Siam News - a local paper in Chum Phae district, Khon Kaen - said she was worried about the term, "pseudo media" so she wrote to the NPC saying her publication is not pseudo even though it regularly prints local government releases and has pro-Thaksin content.

Phatara Khamphitak of the TJA said, "Rather than the definition, I am concerned that the emergence of these new media outlets with a pro-government agenda, and with financing from government allies, may spur hatred and violence. Indeed, anyone can be 'pseudo' in the sense that they do not really serve the public's interest.

"Politics is not just the business of politicians, but it's everyone's duty, including the media, to play a role. When there is a crisis, all parties concerned should work together to resolve the issues peacefully."

Alongkorn Akrasaeng, a PhD journalism student at Thammasat University, said: "I agree that the new media outlets will  be the government's mouthpieces, but I disagree that we should brand them as pseudo as this looks like we are giving only certain groups the label of real media. We shouldn't brand those who have a different ideology as the pseudo."

Ubonrat Siriyuwasak, president of the Campaign for Popular Media Reform (CPMR), was quoted as saying in Thai Post that the Thai press is in any case a mix of commercially and politically oriented titles.

"The commercial ones believe market mechanisms balance the flow of information, while the more political ones believe only a proactive press will lead to a balance," she explained.

Somkiat Tangnamo, an editor for the website www.midnightuniv.org, said, "If news reports based on the truth lead a publication to taking a side politically, it is okay."

For Phatara, the record shows that Thaksin should be held responsible. "Looking back on the past six years, you will see a clearer picture. In his first five years in office, he did everything possible to control the mass media.

"As media practitioners, we had to issue a joint statement to tell the public that the government had intervened in our affairs.

"Then the PM started to lose his popularity a year ago. After taking a holiday, he returned to work and tried to sweeten his relations with the media.

"He publicly complained he wasn't treated fairly. He paid visits to several media headquarters and dropped sweeteners. Not long afterwards, he took a U-turn and sued several titles, seeking millions of baht in compensation.

"And now we have new media outlets whose sole mission is to be pro-government."

Kamol Sukin

The Nation