Independent Broadcasting Authority Director General Josephine Mapoma has urged the media to be tolerant to divergent views especially during elections.
 
Ms Mapoma has also challenged the media to show respect for human dignity, human rights and  freedoms of the people.
 
Speaking in Lusaka today when she officiated at the Media Institute for Southern Africa (MISA) Zambia workshop on the electoral process and reporting elections, Ms. Mapoma said the IBA expects the media to report elections news in an accurate, impartial and balanced manner.
 
Ms Mapoma added that the IBA is aware of the important role that the media plays in the country before, during and after the elections hence the need to have allegiance to the truth and desist from issuing speculative results.
 
She noted that radio and television broadcasts not only help to shape or influence the public’s perception on who they will vote for, but also influence the behaviour of the public.
 
Ms. Mapoma further stated that the failure by the broadcasting stations to observe accurate coverage during elections may lead to political parties and the general public to lay complaints against media reportage. 
 
And MISA Zambia chairperson Helen Mwale in a speech read for her by Austin Kayanda said  the workshop must give an opportunity to reflect on how the media has been covering elections in the recent past.
 
Ms Mwale also said the workshop should be used to share experiences and acquire knowledge on the various stages of the electoral process and how the media can play its roles at all levels.
 
She reminded the 30 journalists who attended the one-day workshop drawn from radio stations across the country that the obligation of journalism is to tell the truth and its loyalty is to the public.

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