Basically what they're saying is, if you want to be on TV, if you want to be a credible candidate, you've got to buy ads. And if you're not buying ads, you're not a credible candidate, we don't cover you.
The relationship between the media owner, their relationship isn't strictly with people and audiences. It's also with advertisers, and that's the most relationship in radio; in fact it pays the bills.
Any serious effort to reform the media system would have to necessarily be part of a revolutionary program to overthrow the capitalist system itself.
Which is supposed to mean they're doing something in their broadcasting they would not do is they were simply out to maximize profit; if they were really public service institutions, not purely profit maximizing institutions.
In the United States, both the upper levels of the Republican and Democratic Parties are in the pay of the corporate media and communication giants.