Assessing The Influence of Media Ownership on Journalism Practice: A Case Study of ZNBC TV1 and ZNBC Radio 1

Media play an important role of informing, entertaining and educating society. Its significance and influence whether electronic or print media plays an undeniable role in today’s world. However, the effects of media ownership on journalism quality have been highly debated globally and various media studies have proven that media ownership does affect how media practitioners cover stories. It is in this context, this study investigates the influence of media ownership on journalism practice at Zambia National Broadcasting Corporation (ZNBC) TV1 and Radio 1. Employing a mixed-method approach with 50 respondents, the research reveals that media ownership exerts significant influence on editorial decisions, resulting in instances of editorial bias, self-censorship, and prioritization of news items that align with government interests. The study's findings underscore the need for policies that protect editorial independence in public media, ensuring that journalists can operate without undue influence. By shedding light on the mechanisms of media ownership's influence, this research contributes to ongoing conversations about media freedom, democratic governance, and the role of public broadcasters in Zambia. The study's insights have implications for promoting journalistic independence, integrity, and quality reporting, ultimately supporting the development of a more robust and democratic media landscape.