• Information and Broadcasting Services Minister Joseph Katema (right), his deputy Poniso Njeulu and Independent Broadcasting Authority (IBA) Director General Josephine Mapoma (left) at the launch of the IBA code of ethics at Radisson Blu hotel in Lusaka yesterday.

By CATHERINE NYIRENDA –

INFORMATION and Broadcasting Services Minister Joseph Katema has urged the media to place its loyalty and responsibility on the truth to the public and not to individuals and their private agendas.
Dr Katema said all media institutions in the country, whether private or public, should maintain high ethical and professional standards in carrying out their noble role of informing, educating and entertaining the public.
Dr Katema further advised the public and private media houses in Zambia to maintain high ethical and professional standards.
Dr Katema said this yesterday during the launch of the Independent Broadcasting Authority (IBA) code of ethics and complaints procedure at Radisson Blu Hotel in Lusaka.
The minister said the media was expected to maintain its core values of objectivity, professionalism and responsibility in the way it discharged its duties.
He added that the more freedom the media had, the more responsibility it should equally have in exercising the freedom as it was a basic equation of ethical and professional media practice.
Dr Katema said the Government did not expect the media to have any difficulties in complying with the ethical requirements as the document that was unveiled was not strange to media practitioners.
He reiterated the Government’s commitment to a free, independent and professional media, emphasising that it would never interfere in the operations of the media.
IBA director general Josephine Mapoma said the launch of the guidelines would enhance the work that the broadcasters were already carrying out and promote professionalism among them.
Ms Mapoma said the IBA was expectant that each broadcast station would domesticate the guidelines to support their existing editorial policies, thereby protecting them and the public.
“In launching these documents today, we are not in any way suggesting that your editorial policies are null and void, but these guidelines are meant to support your editorial policy on one hand and protect you on the other hand,” Ms Mapoma said.
Information and Broadcasting Services Permanent Secretary Bert Mushala said at the same function that the IBA had since issued 10 construction permits for radio stations, seven test transmission licences, six for radio coverage expansion and 12 full broadcasting licences.
Mr Mushala said Zambia currently had 73 radio stations and 12 television stations.
“The increased number of radio and television stations has led to easy access to information by the general public, which is key in fostering national, social and economic development,” he said.