THE Broadcasting Commission is pushing for fines of up to $15 million for persons found guilty of payola. The recommendation is one of several to go before Parliament later this year as the commission seeks to criminalise the act.

Payola refers to the soliciting or accepting of cash from individuals in exchange for airplay.

Addressing the Jamaica Chamber of Commerce’s monthly meeting at the Knutsford Court Hotel, Kingston, on Tuesday, chairman of the commission, Professor Hopeton Dunn said “…perpetrators are engaged in massive exchange of funds, not just simple small change being exchanged, substantial amount of resources and therefore the fines will be substantial”.

He added that currently persons solicit bribery by receiving favours such as having their mortgages paid, having opportunity to do international travel and may receive sums of up to $350,000 or even more from persons wanting a ‘buss’.

Professor Dunn urged the public and the industry to continue to resist payola because if left unchallenged, it will take over the society. He admitted that tackling the problem will not be easy but he is resolute in his fight and will depend somewhat on the deterrence effect and possibly the whistleblower legislation to aid in the fight against it.

Professor Dunn also used the occasion to urge Jamaicans to embrace digital media technology if it wants to stay competitive in the international markets.

“Once these things are shot in analogue technology, they will find no market overseas because the international community is rapidly moving in to the digital age,” said Dunn.

The digitalisation of television is expected by the year 2015.

“All aspects and stages of the broadcasting landscape will be and is already being affected in a way that would and begins to create a richer and more enhanced media,” he explained.

The switchover, he said, will challenging and costly. However, if not dealt with now, the process could become even more difficult and more costl. He appealed to persons who plan to purchase televisions to go digital.

“Those people who are preparing to buy television sets should seek to buy a digital television set with high definition and should not acquire even the new standard definition, which would be obsolete as we proceed,” he remarked.

Tuesday’s meeting also facilitated the presentation of a cheque for $200,000 from Imperial Optical for the rehabilitation of the Tivoli Gardens Community Centre.