JOHN CHAAMBWA
Lusaka
INDEPENDENT Broadcasting Authority (IBA) director-general Webster Malido has praised Presidential Delivery Unit (PDU) for its role in strengthening the implementation of Government priority programmes and services across Zambia.
Mr Malido said the work of PDU is closely aligned with that of IBA, particularly in ensuring the effective dissemination of information that supports national development.
He said PDU continues to play a critical role in engaging citizens through radio programmes that promote Government’s initiatives.
“These radio programmes also help citizens appreciate Government’s initiatives that improve livelihoods,” he said when he called on PDU head Kusobile Kamwambi in Lusaka yesterday.
Mr Malido said as PDU continues to roll out development priorities, broadcasters should give adequate space to air such programmes in order to enhance public awareness and participation.
He further disclosed that Zambia currently has 259 broadcasting stations, both radio and television, a development he said reflects the growing reach and influence of the media sector in supporting development communication.
Mr Malido said the expansion of broadcasting services demonstrates the importance of integrating development-focused content into mainstream programming.
He said IBA is implementing measures aimed at creating an enabling broadcasting environment, including on-going stakeholder engagements and the exploration of modern and innovative approaches to strengthen the sector.
In response, Ms Kamwambi emphasised the importance of a responsible media anchored on accountability.
She said PDU is committed to ensuring Government programmes are prioritised and effectively disseminated to the public.
She said Constituency Development Fund (CDF) interventions have also supported projects worth about K9 million, contributing to improved communication functions at various levels.
Ms Kamwambi said communities are increasingly appreciating the importance of communication, although she expressed concern over the sustainability challenges facing community radio stations.
She called on IBA to go beyond licensing stations and consider introducing support packages that would enhance their economic viability.
As Zambia approaches the conclusion of the Eighth National Development Plan, Ms Kamwambi said there is need for a strong and coordinated communication framework to counter speculation, misinformation and disinformation… https://enews.daily-mail.co.zm/welcome/home
