An assessment of television coverage of cervical cancer in Zambia: a case of Muvi television

This study had two purposes; (1) to investigate the nature of coverage of cervical cancer content in Muvi television evening newscasts, (2) to find out how helpful the information is in educating women on the disease for them to uptake early screening. Zambia has a population of 3.21 million women aged 15 years and older who are at risk of developing cervical cancer (Mwanahamuntu: 2007). The study employed exploratory and descriptive research designs. Data was obtained through content analysis of 365 evening newscasts, in-depth interviews of a medical expert and other three media personnel, and quantitative survey of 100 women in Lusaka district. The findings revealed low coverage and non-holistic reportage. No in-depth reporting was done compromising quality of news. Hence, the content had limited influence in encouraging women to uptake cervical cancer screening. No deliberate editorial policy and training was given to reporters working on cervical cancer stories. In conclusion, this researcher urges a move away from the piecemeal approach towards a more holistic approach for news to have meaningful impact on women’s behavior. Reporters to be trained and editorial policy put in place to maximize quality of news. This study is mainly exploratory and future studies should investigate how television can effectively influence the Knowledge, Attitudes and Practices (KAP) of women regarding the disease