The Editor Zambia
With Zambia’s general election drawing closer, media interviews have become an important test not only of candidates’ policies but also of their ability to communicate under pressure.
Brian Mundubile’s recent interview on BBC Africa with Dingindaba Jonah Buyoya was one such moment, offering voters an opportunity to assess the opposition candidate’s command of policy, confidence, and readiness for the presidency. 
Television interviews often shape public perceptions beyond the substance of what is said because they place candidates under intense scrutiny, requiring concise answers, command of facts, and the ability to respond convincingly to unexpected follow-up questions. Success depends as much on clarity and composure as on policy proposals.
Throughout the interview, Mundubile faced questions on the economy, inflation, mining, and governance, all areas in which the incumbent President Hakainde Hichilema is scoring practically rather than verbally.
For Mundubile, at several points, his responses were less direct than the interviewer appeared to seek, with answers repeatedly moving away from the original question and wandering without cohesion.
Political communication experts have long observed that audiences tend to notice hesitation or evasiveness as much as they remember detailed policy positions.
Political analyst Laura Miti noted in her comment on the interview that Brian Mundubile needed to do just a little more homework ahead of his BBC Africa interview.
If it was a test, she said, he took the approach of, “If you don’t know the answer, just say anything you do know or distract by talking without saying anything.”
Economic management emerged as one of the interview’s central themes, and here Mundubile fumbled like a child being asked about the planet Mars.
Zambia’s economic recovery, debt restructuring, inflation trends, and copper sector performance remain dominant election issues.
Any candidate seeking to convince voters must, therefore, demonstrate not only criticism of the incumbent government but also a coherent alternative strategy.
Television interviews provide limited time to explain complex policies, making preparation especially important.
Watching Mundubile’s uninspiring interview, one could not resist comparing it with the most famous first televised United States presidential debate between Richard Nixon and John F. Kennedy in 1960, while also drawing comparisons with President Hakainde Hichilema’s BBC HARDtalk interview with Stephen Sackur.
Historians frequently cite that debate as evidence that television rewards confidence, composure, and visual presence alongside policy arguments.
While radio listeners were divided over who performed better, television viewers generally judged Kennedy to have made the stronger impression because of his calm delivery and confident presentation, whereas Nixon appeared visibly fatigued during the broadcast.
The lesson from that debate continues to influence modern politics. Public confidence is often shaped not only by the content of a candidate’s answers but also by body language, tone, eye contact, and apparent command of the discussion.
President Hichilema’s appearance on BBC HARDtalk, where he faced sustained questioning from interviewer Stephen Sackur, demonstrated the demands placed on leaders by international media platforms.
HARDtalk is known for rigorous questioning that tests a guest’s grasp of policy and ability to defend government decisions under sustained pressure.
President Hichilema came across as calm, knowledgeable about the subjects he was discussing, and focused.
One would wonder whether Mundubile could even answer a single question on such a programme.
Brian Mundubile’s BBC interview shows one thing clearly: he has no real plan to lift Zambia higher, develop the nation, or ease the cost of living, despite the claims he has been making, since leadership demands merit, prudence, and skill.
Though he tried to outline his party’s policy, he stumbled on the basics every time he spoke, contradicting himself on several occasions.
He acknowledged that copper prices have doubled compared to when the Patriotic Front (PF) was in power and dodged questions on inflation while appearing uncomfortable throughout the interview.
He further admitted that the PF pushed inflation very high while food prices were very low. However, he did not contend with the fact that this was because the PF made Zambians live a temporary low-cost life on borrowed money, which they eventually began to fail to repay.
One would ask how the PF was going to solve this mess since it lost credibility even to negotiate with creditors.
Political analysts frequently note that such interviews have become defining campaign moments because they expose candidates to audiences beyond partisan rallies and prepared speeches.
Unlike campaign events, televised interviews offer little opportunity to rely on slogans or applause. Instead, candidates must demonstrate mastery of facts, communicate complex ideas clearly, and maintain composure throughout challenging exchanges.
Ultimately, elections are decided by voters weighing a range of factors, including policy platforms, leadership qualities, past performance, and future promises, all areas in which President Hakainde Hichilema is proving to be superior to all the opposition leaders put together.
Interviews represent only one element of that assessment, but they often leave lasting impressions because they reveal how candidates respond when confronted with difficult questions in real time.
As campaigning intensifies ahead of polling day, all presidential contenders will continue to face close examination from both local and international media.
For voters, these appearances provide another opportunity to evaluate who they believe possesses the communication skills, policy knowledge, and leadership qualities required to govern the country during an economically significant period in Zambia’s history.
As for Mundubile, he has failed lamentably in these areas.
