Examining the Effectiveness of Public Media TV on Human Rights advocacy: A Case Study Zambia National Broadcasting Corporation Kitwe

The purpose of the study was the effectiveness of public media television in human rights advocacy, focusing on ZNBC Kitwe as a case study. The research had three objectives: to identify the types of human rights programs aired, analyze the content related to human rights, and determine limitations in human rights TV programming. A approach used was quantitative was employed, targeting 20 ZNBC staff members, 10 clergy members, and 20 human rights activists. Using simple random sampling, 50 respondents participated in the study. Data were collected via structured questionnaires and analyzed using SPSS software. The study revealed that community empowerment and awareness promotion were prominent, but limitations like censorship (36%), limited airtime (24%), and political interference (26%) hindered programming. Labor rights (30%) and disability rights (22%) were underrepresented. The study concluded that while ZNBC Kitwe's programming shows a grassroots approach, significant challenges exist. Recommendations include enhanced editorial independence, diversified funding and more inclusive content strategies.