What term describes the required nature of radio and television coverage of political parties?

In the UK, the media landscape, particularly radio and television, operates under strict regulations to ensure fairness and impartiality. This stems from the understanding that these mediums have a powerful influence on public opinion, especially during elections and political debates. The concept of "balance" is central to these regulations. Think of it like a scale – each political party should have a roughly equal opportunity to present their views and policies. This doesn't mean every party gets the exact same airtime, but rather that coverage is fair and doesn't disproportionately favour one party over others. This requirement for balanced coverage is enforced by Ofcom, the UK's communications regulator. While "loyal" might sound appealing to a particular party, and "elected" and "called" are terms used in politics, they don't reflect the core principle that media coverage must present a balanced view of all political players to allow the public to make informed decisions.