The pharmaceutical industry's campaign to turn California's voter initiative process into its wholly owned subsidiary is moving into full gear. With the statewide appearance of two television ads financed by a war chest pegged at $60 million (and counting) and aimed at two ballot initiatives concerned with prescription drug prices, it's timely to consider what we're getting for the drug companies' money. The commercials attack Proposition 79, which was drafted by labor unions and consumer groups to force the industry to pony up discounts on drugs for California's poor, elderly and medically uninsured. As an alternative, the ads promote Proposition 78, the pharmaceutical industry's version of a discount program. As might be expected, these measures differ in their reach and enforceability...The California Medical Assn., which represents thousands of physicians in the state, hasn't yet taken a position on either initiative and may not do so.