By Godfrey Chitalu
Kind of forgot World Press Freedom day and decided to drop something on ZNBC.
With due respect, our national broadcaster can win a prize for their glaring omissions and news repetitions. Their insistence on remaining quite when it matters most is quite ominous. To worsen matters, the word breaking news is very alien at our country’s largest broadcaster. What went wrong? Our national broadcaster should preserve our sanity by airing relevant stuff whenever required. This self-censorship should come to a squeaking halt before their listeners and viewers run mad for lack of a better expression.
While we know that major TV stations like CNN, BBC, Aljazeera and the like repeat news, ZNBC news is repeated ad infinitum. Imagine listening to the same items in vernacular seven times for some of us who are linguists and following it up in the morning, at mid-day and during their main night news. Couple this with the fact that ZNBC 1, 2 and 3 air almost the same news, sometimes at the same time and other times at different times. Add the fact that regional news also poaches news from the main news and you have a mind boggling disaster.
For instance, why have the main news at ZNBC 1 at 19:00 hours running till the end of the hour and have the same news starting at a sister station in repeat mode at 20:00 hours? Why have the three or is it four ZNBC’s morphed into one in regard to programming and news? Can the Independent Broadcasting Authority talk to ZNBC management to be serious for once! I have not even talked about the news content.
I wouldn’t do justice to this article if I don’t talk about the one sidedness of our national broadcaster. News should be news regardless of where it is emanating from. We need a clear balance in regard to people featured on ZNBC. Both opposition and ruling, protagonists and antagonists deserve to be featured. We should not be foxed into believing that ZNBC is a form of Fox News as we knew it. Likewise, we should not be CNNed by assertions that the same thing is happening in the mighty USA. A wrong is a wrong whether peddled in USA or Zambia!
Since the oxygen that keeps ZNBC breathing is from tax payers, I would like to humbly suggest the following:
- Do not repeat news: it is evident that repetition has murdered the newscast at ZNBC. Most viewers and listeners have changed their habits by switching to alternatives. Why can’t ZNBC break up some stories into myriad ways than giving us same stale news? Vary your news bane, you won’t lose anything!
- Limit television news items to not more than 60 seconds: unless they are connected items, any video clip of more than a minute is a documentary. Although newsworthiness and prominence play a part in a clip, we have had news items of almost five minutes on ZNBC. This is unacceptable!
- Balance your news: a simple definition of balance is lack of bias – journalists whether in public or private media should transmit news impartially and objectively. Need I say more!
- Avoid speeches: one thing that has killed journalism in Zambia is the reliance on speeches. If you want natural news, pay close attention to speeches but interview the speaker off speech. Unfortunately, our national broadcaster is full of speech news.
- Be creative: the boring stuff we get from ZNBC is punctuated with uncreatively done items. There is need to embrace quality, style and substance that speak to sensibilities of an increasingly critical viewership. I prefer news, whether propagandist of balanced that challenge and speak to my sensibilities.
- Limit advertisements: ZNBC which is funded by tax payers should not in essence rely on advertising. I would rather ZNBC 1 is left to run as a national news media without any distractions from adverts.
- Have breaking news: For instance, by the time Chishimba Kambwili resigned social media was ablaze instantaneously only for our main broadcaster to announce at 19:00 hours what was almost history. ZNBC must have provided real time breaking news to audiences. Getting a clip and possibly some side interviews could have been the icing on the cake in the evening, knowing that viewers enjoyed the main meal instantly.
Happy World Press Freedom Day.
The author is a social commentator who writes for pleasure.
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