The Independent Broadcasting Authority (IBA) has reminded broadcasting stations of the importance of ensuring that musical content aired on their platforms is consistent with the cultural values, norms, and expectations of the Zambian public.
Music and accompanying visuals remain a powerful form of expression with the ability to shape attitudes, particularly among young audiences.
According to a statement issued by IBA Director Corporate Communication Ms. Katendi Wandi said,Broadcasters are therefore encouraged to apply sound editorial judgement in the selection and scheduling of musical content.
“The Authority requires that programming by broadcasting stations, reflects the culture, character, needs, and aspirations of the people, as outlined in Section 24(1)(a) of the IBA (Amendment) Act of 2010,” Ms. Katendi Wandi said.
Ms. Katendi Wandi said broadcasters are expected to ensure that content aired is not only entertaining but also culturally appropriate and consistent with applicable laws and audience expectations.
Television stations, in particular, are encouraged to preview both local and acquired musical and film content prior to broadcast, to ensure suitability for general audiences.
“The Authority also calls on local content producers to remain mindful that productions intended for broadcast should align with Zambian cultural values and legal requirements,” she said.
She said IBA remains confident that broadcasters will continue to uphold these standards in promoting responsible and culturally sensitive broadcasting.