elections conducted in adverse environments of intolerance, especially of dominant ruling party states, and state repression; Aware of the continuing deficit of freedom of expression and media freedom in parts of Southern Africa; Mindful of the need for gender-sensitive and equitable reporting and programming of all information during the electoral cycle; Appreciating the diversity of the electorate, especially the different information needs of marginalised communities and differently-abled persons; Firmly believing that the coverage of elections by the media should be fair, accurate and balanced; Recognising the need to take account of the significant differences which exist between the private, public and community media in the region as well as the differences between print, electronic and new media; Taking into consideration that public service broadcasters have a particular mandate in ensuring fair and thorough coverage of elections through equitable distribution of airtime to political parties and candidates. Hereby agree on, adopt and resolve to abide by or support the implementation of the following voluntary guidelines, which media professionals are urged to apply throughout the electoral process – pre-voting, voting and post voting period. 1. Role of the media in elections The role of the media during the entire electoral process is to ensure that voters make informed choices. The coverage of candidates, parties and electoral processes is in pursuit of this central purpose. Principal roles of the media in elections are defined as follows: The media are required to provide relevant information, analyse it and additionally offer substantive opinions to the public, while also serving as a platform for debate and discussion. Furthermore, the media shall fulfill their watchdog role by promoting transparency and thus preventing electoral fraud. The media have a duty to provide election coverage that gives the voter comprehensive, accurate and reliable information on all aspects of the electoral process. This information will also help to ensure that the voters know and understand their democratic rights and exercise them free from fear, intimidation or coercion. Determined to assist voters make informed choices: As the Fourth Estate the media is expected to: a) Ensure that journalists are familiar with the national legislative frame- 6R7KLVLV'HPRFUDF\"