By Andy Metzger

STATE HOUSE NEWS SERVICE

STATE HOUSE -- Evan Falchuk, an independent candidate for governor who is still largely unknown to voters, on Monday announced plans to spend $360,000 on television and Spanish radio advertising, while jabbing at other candidates' "generic" ads.

A former executive at Best Doctors, Falchuk has given hundreds of thousands of dollars to his campaign, which has called for a more regulated health care system. He has also critiqued major party candidates' appeals to activists on the left and right.

"My launch commercial is frank and straightforward," Falchuk said in a statement. "It speaks to voters like the adults they are, as it should, and deliberately steers clears of the generic 'watch-me-just-shake-hands' feel so many campaign ads consist of. As a voter, I'm not interested in seeing how a candidate looks standing by a picket fence. I'm interested in hearing what he or she actually stands for."

In the ad, Falchuk stands before a white background and talks to the camera, saying, "Everyone's civil rights must be protected, and the government must spend taxpayer dollars wisely."

The Newton resident said the ad will be the first in a series and will air on WCVB-TV Channel 5 in Boston, WSHM Channel 3 in Springfield add to exisiting radio ads airing on WBZ News Radio and The Sports Hub.

Falchuk, who is a fluent Spanish speaker, said he would begin advertising Monday on Power 102.9 FM and 800AM, which bills itself as the "leader in Hispanic broadcasting."

Though polling indicates he has yet to make an impression on most voters, Falchuk said he has experienced support in his visits around the state and has 12,000 certified signatures, more than enough to qualify for the ballot, six weeks before the deadline, with another 5,000 signatures submitted for certification at 254 city and town halls. A May MassINC Polling Group survey found 77 percent of likely voters had never heard of Falchuk.