the expansion of the broadcasting sector, since the advertising market cannot be considered large enough to sustain these various media outlets. Unfortunately, media content does not reflect the same diversity and instead highlights a largely polarised sector which is evidenced by the way in which media will report the same incident in completely contrasting ways. The only way for audiences to get a sense of actual events is by going through all the different versions and finding the middle ground. The reporting is done primarily along ‘party lines.’ Media houses may refuse to cover a person, an organisation or an event because of assumed party affiliation. “You’d rather be politically right than being objective and independent.” The economy has had a huge impact on print media as outlets have dramatically cut down on their print runs. One national newspaper reduced its print run from 50 000 copies in 2000 to 9 000 copies in recent years. With the minimum wage pegged at K520 (US$ 52) the cost of a newspaper at K10 (US$1) per newspaper is unaffordable for many people who are more likely to opt for a loaf of bread which also sells at K10. Citizens have started sharing the paper or ‘borrowing’ it at a lower cost. In regards to journalists and media houses in Zambia, integrity and corruption are at times perceived as “an issue of people trying to survive.” Poor working conditions and low salaries on average are taken into consideration when organisations want media practitioners to cover their events and issues. Therefore, when an organisation or institution sends out an invitation to the media house to cover an event, either some or all expenses will be covered: These expenses usually include transport, accommodation and an allowance for the journalists to be able to cover the story. In spite of this, the public continues having confidence in the media. AFRICAN MEDIA BAROMETER ZAMBIA 2017 9