7.1 Programme Objectives edia standards in Southern Afric a are generally perceived as low, both with regard to basic technical standards as well as content. Not only do most media practitioners lack proper training and a sound understanding of the role of media in society and in advancing the values of democracy and good governance, their ethical conduct is also often questionable. M Furthermore, the deterioration of media professionalism has given governments in the region the opportunity to make media practitioners scapegoats for their own weaknesses and corrupt practices. This tendency is reflected in the fact that governments in Southern Africa have been pushing for state imposed media accountability bodies as a way of regulating the media and media practitioners. In reaction to governments’ threats of introducing state media regulations, the media are increasingly considering putting in place media accountability bodies to self-regulate the media industry. During 2003 MISA continued to advocate for the establishment of self-regulatory mechanisms that include the adoption and implementation of national codes of ethics, as this is MISA’s adopted strategy to enhance media accountability and professionalism. On another level, the establishment of national media awards to promote excellence in journalism and reward high standard of reporting, has proven a most effective strategy to improve professionalism in the media. The landmark activity under this programme however, was MISA’s approach to the HIV/AIDS epidemic in the region. Against the background of develo pment goals and initiatives in the region, it is noted that Southern Africa has the highest HIV/AIDS prevalence rates in the world. The media as a business sector therefore cannot claim NOT to be affected. 7.2 Self-regulatory mechanisms & Codes of ethics During the year under review this project has achieved mixed results. The nature of the project dictates that it is driven at a national level where MISA chapters are facilitators of the development of codes of ethics and establishment of self-regulatory mechanisms in partnership with national stakeholders. In relation to this the regional secretariat continues to provide expert advice and support. During the course of the year some chapters were more successful in their campaigns than others. Impressive results were achieved in Zambia, Tanzania, South Africa and Botswana, whilst in countries like Namibia, Malawi, Swaziland and Zimbabwe, MISA chapters were faced with hostile environments dogged with a lack of political will, uncooperative and uninformed civil society and a growing division between media stakeholders. MISA Annual Report (April 2003 – March 2004) 78