A modern party would probably run as a media party above all else.
You wouldn't only get a say in making your favourite media content, you'd get a chance to set policy too - a sort of Strictly Prime Minister, or Big Westminster.
You could even make a living from it - shares in the new party could be unitised and traded, with each share giving the owner a vote, and a claim on future income.
However, I am not so sure buying media will do it for everyone. Media will not turn a profit if you can not sell the ads, and your policies will affect your advertising income. It will work if you push for the agenda of those that has the money to buy ads. A vote for PES is a vote for EPP! A vote for EPP is a vote for PES! Support the coalition, vote EPP-PES in 2009!
How 20th century.
No - the idea was to use the machinery of government for personal profit, like Berlusconi, Murdoch, Blair and the rest, but with the chance for the public to get involved in the racketeering and profiteering, as seen on TV, with enthusiastic audience participation, covered by the same media channels that everyone has a share in.
