"This toolkit combines the knowledge and experience of Internews with insights from research conducted by the University of Cambridge’s Centre of Governance and Human Rights and partners in the Politics and Interactive Media (PiMA) research project. Politics and Interactive Media in Africa (PiMA), ... jointly funded by DFID and the ESRC, examined whether and how Africans, particularly the poorest and least politically enfranchised, use new communication technologies to voice their opinion and to engage in a public debate on interactive broadcast media, and its effects on modes of political accountability. Africa’s digital revolution continues apace, yet broadcast media are vital for reaching the poor, rural and remote populations and the more marginalised, and more now and in the foreseeable future. By employing survey-based, qualitative and ethnographic methods to comparatively analyse interactive radio and TV programmes in the context of electoral and everyday politics, PiMA research critically interrogated the potential for digital communications and liberalised media sectors to promote more responsive and inclusive democratic governance, with a keen eye for turning project insights into relevance for policymakers, media houses, journalists and development organisations." (Website Internews) more

"This background paper provides an overview of the history and context of interactive media and public opinion in Zambia. It is prepared as part of Politics and Interactive Media in Africa (PiMA) - a collaborative study involving the University of Cambridge, University of Nairobi and University of Z ... ambia. The main objectives of the PiMA project are: (a) to explore the extent to which media interactivity is widening (and deepening) political participation in Africa; (b) to investigate how public opinion is collected and represented by African media and for what (and whose) purposes; and (c) to establish the extent to which public opinion expressed via interactive media affects accountability mechanisms and policy-makers’ behaviour. The primary purpose of this background paper is to provide a political and policy context to the Zambian case study, and introduce the history and context of interactive media in Zambia. The paper is organised into four sections. The first section provides a brief history to the evolution of broadcast media in Zambia. The second section outlines the legal and policy context of broadcasting in Zambia. The third section discusses the state of interactive media in Zambia and its attendant challenges. The fourth section examines the state of public opinion formation through media platforms." (Introduction, page 4) more