SAO PAULO (AP) — The likely presidential candidate of Brazil's Workers' Party in October's elections is pledging to reform the country's media ownership rules as part of efforts to "radicalize Brazil's democracy."

Former Sao Paulo Mayor Fernando Haddad is the party's vice presidential candidate, but is widely expected to replace jailed former President Luiz Inacio Lula da Silva when electoral courts bar him from running.

Haddad said in a press conference on Tuesday that there aren't enough voices in Brazil's mainstream media, which is owned by a handful of groups.

Da Silva leads presidential polls and the party has won the last four presidential elections. But Haddad until now has been a marginal figure in popularity surveys.