Who has the best manifesto for the media?

Check back here tomorrow morning for my verdict on the parties manifestos and yesterday's TV leaders' debate - but in the meantime here's a piece I wrote for HTFP today comparing what the main parties are saying on the key issues affecting the media industry.

Not a good start for Labour

And so at last they're off, as the race finally gets under way in earnest in what promises to be the most pivotal UK general election since 1997 and the closest since 1992.

Not that that is saying much. Labour's victories in 2001 and 2005 were moreorless pre-ordained from the start, the only real interest being in whether the Tories would do well enough to save first William Hague's, then Michael Howard's leadership.

It's a different story this time round. This election is David Cameron's to lose, and if he does lose it, he will swiftly go the way of those two predecessors.

Labour, by contrast, is having to come from so far behind that, already, it is giving the impression that a hung Parliament and a deal with the Lib Dems is the best it can hope for.

The leaders' photocalls on Tuesday in the wake of Gordon Brown's visit to the Palace were nothing if not revealing, in terms of the subliminal messages each of the parties were trying to get across.

There was the Prime Minister outside Number Ten, flanked by his entire Cabinet as if to say: "We know you don't like Gordon, but we're a team, not a solo act."

Then there was Liberal Democrat leader Nick Clegg, flanked by Vince Cable in acknowledgement of the fact that the 66-year-old Treasury spokesman is easily the most compelling reason to vote for the party on 6 May.

And most tellingly of all, Mr Cameron, surrounded not by a frontbench team which is largely distrusted by the public, but by a group of fresh-faced candidates - although it was not long before his own star turn, wife Sam, joined him on the campaign trail.

So what of the story so far? Well, it has not been an especially good start to the campaign for Labour.

First off, the government was forced to shelve a series of measures it had previously championed, including the proposed regional ITV news pilot in this region which the Tories have perplexingly vowed to scrap if they win.

Most ironic was the scrapping of the Bill to provide for a referendum on the voting system - on the very day Labour sought to highlight its constitutional reform credentials in an obvious play for Lib Dem support.

Mr Clegg was rightly contemptuous of this. After all, if Labour had acted rather sooner on its 1997 promise on electoral reform, the wretched Bill would hardly have run out of time.

Equally clumsy and cynical was yesterday's foray by Transport Secretary Lord Adonis, advising Lib Dem voters in marginal seats to vote tactically for Labour.

The fact that Labour is already reduced to begging for Lib Dem votes this early on in the campaign speaks volumes for the government's lack of confidence in its own message.

But Labour's biggest difficulties this week came with the concerted assault by business leaders over its planned 1p rise in National Insurance.

Mr Brown’s response – that some of Britain’s shrewdest business minds had allowed themselves to be “deceived” by the Tories, was hardly an exercise in how to win friends and influence people.

This week has been but an hors d'oeuvre. The main course of this election campaign will be the three TV debates between the three leaders which are due to begin next week.

Mr Brown only agreed to take part in the debates because he is the underdog, and they are clearly crucial to his hopes of a comeback.

The Prime Minister has to do what Tony Blair predicted he would do long ago - and land a "big clunking fist" on his Tory opponent.

If he can, he is back in the game. If not, short of a Tory scandal or implosion, it is hard to see where else a Labour revival is going to come from.

Will Vince Cable be the next Chancellor?

IN an election where the state of the economy is likely to be more central than ever to the outcome, it is not surprising that the identity of the next Chancellor is almost as burning an issue as that of the next Prime Minister.

From being seen at one time as a weak link in Labour’s armoury – not least by Gordon Brown himself who wanted to replace him with Ed Balls – Alastair Darling has unexpectedly emerged as one of the government’s few genuine assets.

Okay, so his third Budget ten days ago contained no new ideas and few positive reasons to vote Labour on May 6 save that of ‘better the devil you know.’

But that was not the point. Somehow, Mr Darling seems to have established himself in the public’s mind as that rare thing in 21st Century Britain – a politician who tells it like it is.

So the TV confrontation this week between Mr Darling and his opposition shadows Vince Cable and George Osborne was one of the more eagerly awaited events of the seemingly interminable pre-election countdown.

It was given added spice by the fact that Mr Osborne’s political trajectory has been almost the diametric opposite of Mr Darling’s over the past two and a half years.

Back in the autumn of 2007, he was the Tory hero whose bold promise to raise inheritance tax thresholds was seen as largely responsible for putting the frighteners on Mr Brown’s election plans.

But just as that IT pledge has become something of a millstone around the Tories’ necks in these more straitened times, so Mr Osborne has become increasingly perceived as their ‘weakest link.’

It was very clear from the Tory Shadow Chancellor’s performance in Monday night’s debate that he had been reading the findings of Labour’s focus groups which called him “shrill, immature and lightweight.”

But in his efforts to appear statesmanlike, he rather over-compensated, leading one pundit to describe he and Mr Darling as “the bland leading the bland.”

Instead, it was Mr Cable who earned the lion’s share of the audience applause on the night, for instance over his refusal to indulge in impossible promises on NHS spending.

So which one of them, if any, will be Chancellor? It’s not necessarily as straightforward a question as it may seem.

Sure, if Labour wins outright, Mr Darling will stay on. Mr Brown has already been forced to say as much, putting his old ally Mr Balls’ ambitions on hold once more.

But in the event of a Tory victory, or a hung Parliament, the situation becomes much less clear cut.

There have long been rumours in Tory circles that Mr Osborne won’t go to 11 Downing Street even if they win outright.

The talk is that David Cameron could give the job of sorting out the economic mess either to old-hand Ken Clarke, or to right-wing axe-man Philip Hammond.

Most intriguing is the fate of Mr Cable. Clearly he will not be Chancellor in a Lib Dem government – but could he hold the role in a Labour or Tory-led coalition?

The short answer to that is yes. For all Lib Dem leader Nick Clegg’s refusal to play the ‘kingmaker,’ securing the Treasury for Mr Cable is likely to be central to any post-election deal in a hung Parliament.

The opinion polls continue to point to this as the likeliest election outcome, with the Tory lead still insufficient to give them an outright majority.

The race for Number 10 clearly lies between Mr Cameron and Mr Brown. But in the race for Number 11, it is the Liberal Democrat contender who is in pole position.