Government Acknowledges Media Industry's Vulnerability to Manipulation

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The government has recognized that the media industry's financial struggles, caused by increased competition and limited advertising opportunities, have made it susceptible to manipulation by politicians and business entities.

Speaking on behalf of the Information and Media Ministry Permanent Secretary Thabo Kawana, Bernard Domingo Human Resource and Administration Director has expressed concern over the financial challenges facing the media industry.

"The proliferation of free online content has further diminished the willingness to pay for news, exacerbating the financial challenges. This trend has made it increasingly difficult for the media to finance public interest journalism", he said.

He has emphasized the need for sustainable solutions and partnerships to secure the future of media in Zambia.

"These financial challenges have made the Media more vulnerable to external pressures and crises. Sadly, this has led to situations where some media houses are susceptible to manipulation by unscrupulous politicians and business entities, who wield their advertising budgets as tools of influence", Mr. Domingo said.

He said in an attempt to survive, some media outlets have resorted to cost cutting measures, including laying off experienced journalists and reducing investments in news gathering and production, thereby compromising standards and professionalism.

Mr. Domingo adds that the concept of media sustainability is multifaceted and often contested. There is no one-size-fits-all definition, given the diverse political and sociocultural contexts within which news media operate.

To achieve this, media organizations require adequate resources—time, money, technology, and skilled professionals who are experts in producing content that meets public needs and demands, Mr. Domingo states.

"Government is aware of the difficulties that media houses are grappling with. These challenges are not just operational but strike at the core of their existence. Therefore, we fully support initiatives like this summit, which aim to secure the long-term sustainability of the media", he adds.

Mr. Domingo says the UPND administration, under the leadership President Hakainde Hichilema, places great importance on the media's role in the country’s developmental agenda.

He has since urged all participants and stakeholders at this conference to find viable solutions that will secure the long-term survival of our local media, ensuring its ability to play its vital role as the ‘fourth estate.’

He has noted that the local media industry needs an enabling socio-political and economic environment that supports it in fulfilling its diverse roles for the common good.

Mr. Domingo says media sustainability can only be achieved when media organizations diversify their revenue streams, rather than relying on a single source of income and that they must generate sufficient financial resources to provide their audiences with high-quality news products, retain qualified employees through competitive salaries, and implement sound business and financial plans.


And Media Liaison Committee Vice Chairperson Felistus Chipako has stressed that the summit is an opportunity for the media industry to reposition itself for a more sustainable future.

She has highlighted the importance of finding solutions and partnerships to determine the future of media in Zambia and its role in shaping public opinion and holding power accountable.

Ends…………………………

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