As such, during the quarter under review, issues of media coverage remained topical, with MISA launching the Electoral Content Report (May-June, 2021) which assessed the balance of coverage and editorial quality of content, share of election related content by political party as well as impartiality and accuracy of the election content covered. The analysis also undertook to establish the nature, key themes and gender representation of coverage of election related content. The study monitored a total of 930 stories from over sixteen (16) media outlets representing major print, electronic and online media outlets in Zambia. Among the notable findings of the study is that the voices of ordinary persons, including women, youths and persons living with disabilities were minimal across all media platforms monitored. Further, the majority of electoral stories were single sourced (with only one point of view) while of all the content monitored, only one in three stories was balanced for radio, television and print, with only one in ten stories balanced for online media outlets. The findings of the study echo the need for improved coverage by the media even in the private sector, even though the report shows the extent of the problem is not as severe as that observed in some of the public media. It is important for media to adhere to ethics of truth, balance, objectivity and fairness as basic standards of professionalism in the media, particularly in the build up to the August elections. It is no wonder then, that in the quarter under review, the Independent Broadcasting Authority censured Muvi Television, a private broadcaster for failure to preserve human dignity following a controversial interview broadcast by the Station7. In the same vein, one issue worth noting in the quarter under review is the call for fair, equal coverage by public media, particularly the public broadcaster, ZNBC. This was an issue raised by various stakeholders, among them MISA and some interview respondents. Similarly, on 11th June, 7 IBA Director-General, Josephine Mapoma issued a statement on 30th April, cautioning Muvi TV and all broadcasting stations against airing material which may cause humiliation, distress and violate human dignity. She further warned all broadcasters to exercise professionalism in order to avoid contravening the law ahead of this year’s general elections. This was after Muvi TV broadcast an interview programme featuring a controversial, unconventional and seemingly disoriented leader of the ‘Poor People’s Party’, raising public concern. 6 State of the Media in Zambia