The code, a list of self-regulating guidelines, was agreed upon by representatives of all media institutions in Malawi at a two-day meeting on April 26 but only ratified and launched by all stakeholders in Lilongwe last Friday.
The initiative, which has been coordinated by the Malawi Electoral Commission and financed by UNDP and the US Embassy, has also been vetted and approved by civil society organisations, diplomats and political parties in Malawi.
The guidelines apply to all media operating as radios, print and television establishments and have been drafted in line with Malawi's Parliamentary and Presidential Elections Act, Local Government Elections Act as well as the Communications Act.
“The purpose of the code is to ensure that full, fair and balanced political coverage is given at all times in news and other media output, most especially relating to the campaign of all registered candidates and parties,” said Malawi Electoral Commission Spokesperson Fergus Lipenga.
Some of the areas the code touches upon include ‘balance and impartiality', ‘voter education and information', ‘time vouchers', ‘basic standards', ‘fairness, truth, balance', ‘media organisations', ‘replies, corrections', ‘covering president', ‘opinion polls', ‘self monitoring', and ‘penalties. The document explicitly defines each element. It also prescribes the duration of the broadcast particular campaign material.
Failure to comply with the code will lead to lodging complaint to the Media Council of Malawi, National Media of Southern Africa (NAMISA) and the Malawi Communication Regulatory Authority (MACRA).
MEC media monitors will be publishing weekly assessments of all media.
At the time the media practitioners were drafting the code, Information and Civic Education Minister Patricia Kaliati said, “You are the decision-makers but you are also the policy-setters…The whole atmosphere of these coming months will be very much influenced by the styles of your news reporting, your interviewing and your presentation.”
On Friday, however, when the stakeholders put pen to paper, she took a swipe at MACRA for what she called its failure to follow the Communication Act by the letter.
Opposition parties that were present during the launching ceremony said the code is a challenge to public broadcasters Malawi Broadcasting Corporation (MBC) and Malawi Television, which they allege have been shunning them.
In a direct response to this, Kaliati felt privately operated broadcasters such as Joy Radio, owned by former president Dr. Bakili Muluzi, should be suspended in accordance with the Communication Act.
“The Act does not allow a politician to own a radio station. But who are the owners of Joy Radio?” she asked before declaring that she expects MACRA to follow up on the matter.
Taking his turn, United Nations Resident Coordinator for Malawi, Michael Keating said the country's international reputation would hinge on its ability to hold free and fair elections.
