By Arnold Tutu
The Independent Broadcasting Authority –IBA- has urged broadcasting stations to ensure musical content aired on their platforms aligns with Zambia’s cultural values, norms and public expectations.
In a statement issued in Lusaka today, IBA Director Corporate Communication, KATENDI WANDI, said music and accompanying visuals remain a powerful form of expression that can influence attitudes, particularly among young audiences.
Ms. WANDI said broadcasters are expected to exercise sound editorial judgement when selecting and scheduling musical content to ensure it is appropriate for viewers and listeners.
She said programming by broadcasting stations should reflect the culture, character, needs and aspirations of the people, as provided for under Section 24(1)(a) of the IBA (Amendment) Act of 2010.
Ms. WANDI added that broadcasters must ensure content aired is not only entertaining but also culturally appropriate and in line with the law and audience expectations.
She further directed television stations to preview both local and acquired musical and film content before broadcast to determine suitability for general audiences.
The Authority has also called on local content producers to ensure that their productions for broadcast are consistent with Zambian cultural values and legal requirements.
Ms. WANDI expressed confidence that broadcasters will continue to uphold professional standards in promoting responsible and culturally sensitive programming.
