As part of the commemoration of International Children’s Day, the Independent Broadcasting Authority (IBA) has called on broadcasting stations to prioritise programming that amplifies children’s voices and promotes their rights.
In a statement issued yesterday, IBA Acting Director General Susen Ndumingu emphasised the importance of involving children in the media space to ensure their perspectives are heard and considered in decision-making processes.
This year’s International Children’s Day is themed “Our Children, Our Future”—a theme that Ndumingu said aligns with the IBA’s mandate to promote responsible broadcasting that serves the best interests of all, especially children and young people.
“The theme is a powerful reminder that broadcasting stations play a critical role in shaping the next generation. The content aired today influences the thoughts, aspirations, and values of the children who represent the future of our nation,” she said.
To mark the occasion, the IBA has encouraged stations to dedicate airtime to child-friendly programming that actively involves children in the production process. Ndumingu also urged broadcasters to uphold legal, ethical, and professional standards when producing content featuring minors, ensuring that their rights and dignity are protected.
She further noted that the commitment to child-centred programming should go beyond a single day and be embedded in regular programming strategies.
“The authority commends stations that have already embraced child-friendly content and encourages others to do the same,” she added. “The IBA remains committed to working with broadcasters to ensure programming that protects children from harmful content while fostering their development and wellbeing.”