1.0 Methodology The research for the Third Quarter, 2016, State of the Media Report used a number of scientific methods that include content analysis and in-depth interviews. This was to help triangulate the data so as to render the findings sound and credible. The data was sampled using the purposive random sampling method. This ensured that there was no bias or skewedness in the data and consequently the research findings. The content analysis method was used to identify common themes and elements that constituted the composition of media content during the quarter. This helped to create a picture that shows how the media performed in terms of the focus and diversity of their content. Further, the data gathered as such gave insights on the various media-related issues that occurred and either directly or indirectly impacted on the media, journalists and their smooth undertaking of their journalistic duties. The in-depth interviews, IDIs on the other hand was used to get the perceptions from the media fraternity and a select number of individual practitioners. This involved the use of in-depth interview guides that augmented the findings so as to give the report a richer understanding of the dynamics affecting the media during the review period. The following were interviewed as part of the survey to gather more in-depth information; ZNBC, Times of Zambia, The Post Newspaper, Breeze FM, Q FM, IBA, Yar FM, Flava FM and Radio Ichengelo. One limitation of the study was that the response rate was very low for the IDI as only 10 out of the expected 20 respondents turned in feedback several invitations and ample time to tender information as part of the survey. 7