Even though we are in the 21th century, whereby new media provides alternate channel for communication, we must not undermine the traditional media.
This is very apparent in this GE.
The traditional media such as television stations, newspapers, etc are used as a very effective tool to promote a particular party. You will realise that we will be bombarded with messages, news, etc of a party everyday. It is a kind of brainwashing.
You may be a young chap, generation Y person who knows how to use new media to obtain alternate messages but not everyone is IT savvy especially the elderly or older generations. Therefore, controlling the tradition media is so critical.