The Independent Broadcasting Authority (IBA) has issued a strong reminder to all radio and television stations in Zambia to ensure that the music and visual content they broadcast align with national cultural values, norms and public expectations. The directive highlights growing concerns about the influence of media content on society, especially among younger audiences who are highly exposed to music and entertainment programming. According to the authority, broadcasters carry a responsibility that goes beyond entertainment and must consider the cultural and social impact of what they air. The reminder comes at a time when media consumption continues to grow rapidly across television, radio and digital platforms. It also reinforces the need for responsible broadcasting in shaping national identity and values.
IBA Director of Corporate Communications Katendi Wandi emphasized that music is one of the most powerful forms of expression in society. She noted that it can influence behaviour, attitudes and perceptions, particularly among young people who form a significant portion of the audience. In her statement, she encouraged broadcasters to apply strong editorial judgement when selecting and scheduling musical content. This includes assessing both lyrical content and accompanying visuals before they are aired. The aim is to ensure that what is broadcast remains appropriate for diverse audiences across the country.
Ms Wandi further referenced Section 24(1)(a) of the IBA (Amendment) Act of 2010, which requires broadcasting content to reflect the culture, character, needs and aspirations of Zambian people. This legal framework places responsibility on broadcasters to ensure compliance with national broadcasting standards. It also serves as a guide for balancing creative expression with cultural sensitivity. According to the IBA, compliance with this section is not optional but a key part of broadcasting obligations. The authority believes that adherence to these guidelines helps protect public interest while supporting the growth of a responsible media industry.
In her remarks, Ms Wandi stressed that content aired on radio and television must be both entertaining and culturally appropriate. She highlighted the importance of aligning programming with applicable laws and audience expectations. This includes avoiding content that may be considered offensive or inconsistent with national values. Broadcasters are expected to take a proactive role in reviewing material before it reaches the public. The IBA believes this approach will help maintain high broadcasting standards across the industry.
Television stations were specifically urged to preview all music videos, films and acquired content before broadcast. Ms Wandi said this step is necessary to determine whether the material is suitable for general audiences. She noted that visual content can have a strong impact and must be carefully assessed before being aired. This includes checking for themes, imagery and messages that may not align with cultural expectations. The emphasis on pre-screening reflects the authority’s focus on preventive rather than corrective regulation.
The IBA also called on local content producers to take responsibility for the material they create. Ms Wandi urged producers to ensure that their work aligns with both Zambian cultural values and legal requirements before submission for broadcast. This includes considering how music videos and films may be interpreted by different segments of society. The authority believes that collaboration between producers and broadcasters is essential in maintaining standards. Strengthening this relationship is seen as key to improving the quality of local content.
Ms Wandi reaffirmed the IBA’s confidence that broadcasters will continue to uphold professional and ethical standards. She noted that responsible broadcasting plays an important role in promoting national unity and cultural preservation. The authority expects media houses to balance creativity with accountability in their programming decisions. This includes making informed choices about what content is suitable for public consumption. The statement reflects a broader effort to ensure that Zambia’s broadcasting landscape remains respectful, inclusive and culturally grounded.
The IBA’s reminder to broadcasters highlights the importance of maintaining cultural sensitivity in media content across Zambia. By enforcing compliance with existing legal frameworks and encouraging editorial responsibility, the authority aims to protect public interest and national values. The focus on music and visual content reflects recognition of their strong influence on society, particularly among young people. Broadcasters and content producers are being called upon to work together in ensuring that programming remains appropriate and meaningful. Ultimately, the directive reinforces the role of media as a powerful tool that should both entertain and reflect the cultural identity of Zambia.